THE IMPORTANCE OF TAGLINE
By Ishita Bagga
Almost everyone wants to be remembered in some way or another. Especially for businesses, it is important to be remembered to maintain brand loyalty. One of the ways through which the businesses achieve this target is through the use of taglines. But what exactly is a tagline??
A tagline is a short phrase used in marketing campaigns to convey the value of a brand or its products. It helps in positioning the brand correctly in the minds of the target audience. However, direct information is not conveyed through taglines. They basically appeal to customers on an emotional level and it helps in differentiating the product from other brands. The more you use your tagline, the more it becomes a memorable part of your brand and the more the brand gets recognized among people.
One of the very famous taglines is “Think Different” by Apple. It differentiate the company's products by emphasizing the company's distinctive approach and only two words are used.
Another famous tagline is Mc Donald’s “I'm lovin' it”. It reminded everyone that McDonald's was part of their lives and their culture and that McDonald's overall experience was one of warmth and a real slice of everyday life.
Typically, a business sticks to one tagline for its marketing campaigns, but it may also use many taglines over time to bring something new to the brand or its products and launches new campaigns. For example, The Coca-Cola Company has used many taglines over time for its flagship cola, from its initial tagline of "Drink Coca-Cola" in 1886 to the modern "Together tastes better."
Recently, Soft drinks giant Coca-Cola has launched its new tagline – ‘Real Magic’ – as part of its refreshed brand platform. It says “Through our campaigns we want to create more Real Magic – individual moments aligned to people’s passion points, aligned to culture and aligned also to our core, key occasion as a business, which is meals and having a break from work, school, your daily life.”
These different slogans have not only reflected the brand but the changing times as well. It has positioned the brand very well in the minds of people that Coca cola enjoys individual moments and it is a part of our daily lives and represents the changing times as well.
Types of Taglines
There are majorly 5 types of taglines:
Descriptive: Highlights the brands promise. For example, Walmart uses the tagline "Save Money. Live Better." It conveys the brand's promise to deliver low prices on everyday products.
Imperative: Imperative taglines demand that consumers take action and usually include a verb. For eg: such as Nike's "Just Do It", Apple’s “Think Different”
Provocative: These taglines make a statement that provokes thought.A famous example is "Got Milk?" for the California Milk Processing Board.
Specific: This type of tagline highlight's the business sector of a firm. Volkswagen’s tagline, “Drivers Wanted” and Olay’s tagline “Love the skin you are in” are some examples.Superlative: These taglines position a brand as the best in its class. For example, BMW has used the tagline “The ultimate driving machine” in reference to its cars.
Superlative: These taglines position a brand as the best in its class. For example, BMW has used the tagline “The ultimate driving machine” in reference to its cars.
Concluding it, I would like to mention some important take aways.
When creating a tagline, express what you're selling, to whom, and why they should buy it, in a tone and memorable terms that speak to them.
A tagline can leave a great impression on the audiences that companies reach. Being memorable means leaving the audience thinking about a respective company in the most positive of ways.
It covers the essence of the business and makes a lasting impression.
Therefore, it is important to use a tagline for better positioning of the brand and products associated with it.
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