Tagging the Perfect Message

We have an ongoing project that when we revisit it I clench my teeth.  Up until this point I was confident of my resolve for creative challenges using time and inspiration but this is a different beast. 

Wikipedia defines tagline as a variant of a branding slogan typically used in marketing materials and advertising.  The ideal catchphrase is 6 to 8 words which describe what products or services your business offers and captures the attention and adheres to the memory of the audience you are targeting.  It is an element of branding which most often accompanies your logo. That being said, taglines should not be revamped frequently but should be updated every few years to reflect current trends and economic shifts.

Your tagline should not create a storm with the public or your competition.  Verizon has been in the hot seat for their recent taglines.  Their current tagline, “iDon’t, Droid Does”, takes aim at Apple and their controversial tagline “There’s a map for that", triggered a lawsuit by AT&T. 

So in a nutshell designing a tagline requires creativity, thought and a slogan that will endure the test of time for at least a few years.  Our quest to find the perfect tagline is turning into one of the most difficult decisions we’ve had to make in a long time. 

I’m curious, what is your tagline and how did you find it?

Gail Gamertsfelder
VP-CAO, A Better Connection, Inc.