In the 1920’s, Hershey created this tagline for their Reese’s cups: Made in Chocolate Town, so it must be Good.
In 1948, DeBeers placed its products in a unique sphere with the tagline “A diamond is forever.”
And thanks to Walt Disney, we have The Happiest Place on Earth.
It might possibly be time to create the Tagline Hall of Fame for classics like:
Grainger: For the Ones who get it Done
Kays Jewelers: Every Kiss Begins with Kay
Intel Inside
Nike Just Do It
And top of the list:
John Deere: Nothing Runs Like a Deere
What I have seen throughout our 30 years of developing research-based taglines is that when done right, they last. When done exclusively for cleverness, especially by marketers, they fade rapidly.
So, if taglines are the vital art form of iconic branding, is there a secret methodology for building engaged communities around them? Does the tagline become the rallying cry?
Absolutely, but it is not easy. The development requires a deep understanding of the company, its history, and its ideals. It is necessary to study the competitors, the marketplace, and trends. It is vital to directly speak to today’s key audiences – not AI – but one-on-one with real people to analyze their priorities, motivational drivers, and needs, and then have the knowledge and methodology to effectively analyze these vital responses.
After a full analysis, one can develop the ability and willingness to perceive the past and future, and choose 3-5 well-chosen words that capture the hearts and minds of all involved, both internally and externally. This becomes the foundation of an iconic brand.
If you would like to capture your core value and build an immediate understanding of your company, we are here to help.
Gillian