There are some issues cash can’t purchase. Considered one of them is model love: The locations in your coronary heart an organization can occupy aren’t purchased. They’re earned.
But, so long as there’s been advertising, firms have used a tool often called the tagline (or slogan, strapline, motto, credo and a slew of different aliases) to hit you over the top with a repeated phrase, meant to form your emotions concerning the model.
Way back to 1250 B.C. Egypt, the pharaoh Ramesses II ordered the identical phrase inscribed throughout monuments and temples, cementing his stature because the “strong bull.” And within the millennia since, numerous billions have been spent on taglines telling you “we try harder,” are “like a good neighbor” or are “on your side.” And should you don’t know by now how a lot quarter-hour can prevent, properly, you then’ve been dwelling below a rock.
Ask the common shopper how they really feel about taglines, and the reply is, “I’m lovin’ it.” Almost three-quarters (71%) of shoppers who recall a slogan are extra seemingly to decide on that model over rivals at buy, and 50% of shoppers say a tagline is crucial model ingredient for understanding an organization’s function — properly greater than title (13%) or brand (7%).
Why? Taglines are enjoyable. We just like the familiarity. Just like the hook of a pop track, taglines are the memorable refrains that make our jobs as shoppers a little bit bit simpler. And never solely are they extra liked, manufacturers with taglines are higher understood, their advertisements are simpler, and so they have larger top-of-mind consciousness.
Even Liquid Dying, a model that proudly markets with the mantra that advertising sucks, makes use of a tagline: “Murder your thirst.”
Like diamonds, taglines’ influence could be perpetually. Nonetheless, there’s a shift within the methods they’re getting used.
The tip of the road?
Taking a look at promoting alone, using taglines would appear to be in decline. Kantar analysis experiences that 66% of TV advertisements finish with one, down from 74% 10 years in the past. And the quantity is decrease (52%) when contemplating digital or out-of-home promoting.
