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A business guide to brand taglines

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Taglines take on a different role depending on the naming approach the company has taken or the brand they are supporting.

A good tagline helps convey a promise of value to the target audience and ultimately positions the brand within the market.
Some taglines are obviously better than others, and there are a few guidelines, or rules of thumb, that correlate with good taglines:

Here’s my top five tips for great tagline.

Veröffentlicht in: Marketing
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A business guide to brand taglines

  1. 1. A BUSINESS GUIDE TO BRANDING, DESIGN & MARKETING
  2. 2. TAGLINESTAKE ON A DIFFERENT ROLE DEPENDING ONTHE NAMING APPROACH THE COMPANY HASTAKEN ORTHE BRANDTHEY ARE SUPPORTING. BRANDING, DESIGN & MARKETING
  3. 3. A GOODTAGLINE HELPS COMMUNICATE A PROMISE OF VALUETOTHETARGET AUDIENCE AND ULTIMATELY POSITIONSTHE BRAND WITHINTHE MARKET. BRANDING, DESIGN & MARKETING
  4. 4. WHENTHE NAME IS ITSELF A BENEFIT- ORIENTED ONE,THENTHETAGLINE SHOULD EXTENDTHE BENEFITTO A MORE EMOTIONAL OR HIGHER-LEVEL PLANE. BRANDING, DESIGN & MARKETING
  5. 5. IT SHOULD PUNCTUATE OR ENHANCETHE POSITIONING BENEFIT,NOT CONFUSETHE TARGET AUDIENCE WITH A COMPLETELY DIFFERENT BENEFIT. BRANDING, DESIGN & MARKETING
  6. 6. WHENTHE NAME IS NOT A BENEFIT- ORIENTED ONE,THENTHETAGLINE NEEDSTO STATETHE BENEFIT IN A MEANINGFUL AND MEMORABLE WAY. BRANDING, DESIGN & MARKETING
  7. 7. THE BESTTAGLINES ARETHOSETHAT MENTIONTHE BRAND NAME BECAUSE YOU CAN’T SAYTHETAGLINES WITHOUT SAYINGTHE NAME OFTHE BRAND. BRANDING, DESIGN & MARKETING
  8. 8. SOMETAGLINES ARE OBVIOUSLY BETTER THAN OTHERS,ANDTHERE ARE A FEW GUIDELINES,OR RULES OFTHUMB,THAT CORRELATE WITH GOODTAGLINES. BRANDING, DESIGN & MARKETING
  9. 9. BRANDING, DESIGN & MARKETING HERE’S OUR FOR GREATTAGLINES
  10. 10. BRANDING, DESIGN & MARKETING IT SHOULD CONTAIN NO MORETHAN EIGHTTO NINE WORDS,AND FEWER IS ALMOST ALWAYS BETTER. >ONE.
  11. 11. BRANDING, DESIGN & MARKETING CUTE AND CATCHY IS NOT AS IMPORTANT AS MEANINGFUL. PEOPLE REMEMBER BIG IDEAS ABOUTTHINGSTHAT ARE IMPORTANT TOTHEM LONG AFTERTHEY FORGET CUTE PHRASES,PUNS OR JOKES WITH A DOUBLE MEANING. >TWO.
  12. 12. BRANDING, DESIGN & MARKETING PAINT A WORD PICTURE IFYOU CAN. CHOOSE WORDSTHAT GRAB PEOPLE AND ARE EASYTO REMEMBER. >THREE.
  13. 13. BRANDING, DESIGN & MARKETING THE GOAL ISTO COMMUNICATE OR ENHANCETHE POSITIONING BENEFIT, NOTTO ENTERTAIN OR AMUSE. >FOUR.
  14. 14. BRANDING, DESIGN & MARKETING IFYOU CAN,INCLUDETHE BRAND NAME INTHETAGLINE SO IT’S AN INTEGRAL PART OF IT. A PERFECT EXAMPLE OFTHIS IS: >FIVE.
  15. 15. BRANDING, DESIGN & MARKETING “THERE ARE SOMETHINGSTHAT MONEY CAN’T BUY.FOR EVERYTHING ELSETHERE’S MASTERCARD”. >FIVE.
  16. 16. BRANDING, DESIGN & MARKETING WHICH GIVEN IT ISTHIRTEEN OR SO WORDS LONG,BREAKS MY FIRSTTIP OF THE SHORTERTHE BETTER. BUT GIVEN IT MENTIONSTHE BRAND NAME ITTRUMPS ALL OTHER RULES. >FIVE.
  17. 17. BRANDING, DESIGN & MARKETING EVEN IFYOU DON’T HAVE MILLIONS OF POUNDSTO SPEND ON MARKETING, THIS ISTHE BEST APPROACH.
  18. 18. BRANDING, DESIGN & MARKETING IT’S NOT ALWAYS EASY,HOWEVER, AND MOSTTAGLINES DO NOT DOTHIS. IT’S LESS OF A PROBLEM,OF COURSE, WHENTHE BRAND NAME ITSELF IS BENEFIT-ORIENTED.
  19. 19. BRANDING, DESIGN & MARKETING Our Top Tip:
  20. 20. BRANDING, DESIGN & MARKETING THERE ARE BRAND CONSULTANTS WHO SPECIALISE IN BRANDING STRATEGIES AND POSITIONING WHO CAN GUIDEYOUTHROUGH THE WHOLE PROCESS AND ADD A FRESH PERSPECTIVETOTHE PROJECT. >TOPTIP.
  21. 21. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

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