Comments on: The Answer Department: Taglines http://dc-strategic.com/2007/03/10/67/ Fri, 21 Nov 2008 01:59:06 +0000 http://wordpress.org/?v=2.0.3 by: D/C Strategic - Word of Mouth Marketing for Small Businesses - Seattle » Blog Archive » Marketing by Dummies: Big Claims = Big CREDIBILITY! http://dc-strategic.com/2007/03/10/67/#comment-18510 Thu, 24 Jan 2008 03:03:10 +0000 http://dc-strategic.com/2007/03/10/67/#comment-18510 [...] My favorite example ever of such Claim Inflation is the tagline “Reveal the Goddess Within” for Venus leg-shaving razors. (Here’s my blog post about it.) [...] […] My favorite example ever of such Claim Inflation is the tagline “Reveal the Goddess Within” for Venus leg-shaving razors. (Here’s my blog post about it.) […]

]]> by: Kelly Hobkirk http://dc-strategic.com/2007/03/10/67/#comment-992 Mon, 12 Mar 2007 23:30:56 +0000 http://dc-strategic.com/2007/03/10/67/#comment-992 Here here! That's exactly it! I was trying not to name names, but since you opened that can, what Qwest succinctly proved with their ghostly tagline is that not only do they fail to understand the purpose of a tag line, but they seem to be specifically acknowledging that they have horrible customer service. What will they blunder of next? Here here! That’s exactly it! I was trying not to name names, but since you opened that can, what Qwest succinctly proved with their ghostly tagline is that not only do they fail to understand the purpose of a tag line, but they seem to be specifically acknowledging that they have horrible customer service. What will they blunder of next?

]]> by: Dominic Canterbury http://dc-strategic.com/2007/03/10/67/#comment-991 Mon, 12 Mar 2007 22:51:24 +0000 http://dc-strategic.com/2007/03/10/67/#comment-991 Amen, Kelly! I do love a good tagline. You\'re right, though. We\'re steeped in bad ones and it\'s often big businesses setting a bad example. Qwest\'s \"Spirit of Service\" is definitely one of the worst. It\'s a huge missed opportunity. If it\'s doing anything for them, it\'s hurting them. I mean, wouldn\'t we all prefer ACTUAL service over the mere spirit of it. Since I\'m no fan of Qwest, I like to think that they\'re acknowledging that they murdered Service with their bare hands yet to this day they are haunted by its ghost. Amen, Kelly!
I do love a good tagline. You\’re right, though. We\’re steeped in bad ones and it\’s often big businesses setting a bad example. Qwest\’s \”Spirit of Service\” is definitely one of the worst. It\’s a huge missed opportunity. If it\’s doing anything for them, it\’s hurting them. I mean, wouldn\’t we all prefer ACTUAL service over the mere spirit of it. Since I\’m no fan of Qwest, I like to think that they\’re acknowledging that they murdered Service with their bare hands yet to this day they are haunted by its ghost.

]]> by: Kelly Hobkirk http://dc-strategic.com/2007/03/10/67/#comment-990 Mon, 12 Mar 2007 18:49:56 +0000 http://dc-strategic.com/2007/03/10/67/#comment-990 Businesses who struggle with the development of a tag line are often doing so under the influence of misguided strategy. As you mentioned, the purpose of a tag line is not to build credibility. The purpose is to build relevance. While the purpose of a logo is to communicate who and what a company is, the tag line's purpose is to succinctly communicate, in a way that no other company can, what the company does. If they are somehow hoping to communicate credibility through a tag line, they have been led down the wrong path. Tag lines are extremely effective if the strategy and writing are exceptional. The fact is that most tag lines suck not because they are trying to build credibility, but because they are simply poorly written. This is because companies generally do not hire a professional strategy and creative writing team to conceptualize and write an exceptional tag line that will communicate relevance. If they did, our world would not be graced with the likes of "Ride the Light," and my personal favorite, "Spirit of Service." What is a 'spirit of service'? I'll tell you. It is the spirit of an non-strategic, poorly conceived, poorly written tag line. It was probably done in-house, and it probably cost the company nothing, which is exactly what it is worth. Good tag lines are written by writers who work with good strategists. If people invest in their tag line, it can pay off big, just like an outstanding identity can. I always teach my clients about the importance of investing in a well-written tag line. It is a critical part of their identity. Businesses who struggle with the development of a tag line are often doing so under the influence of misguided strategy. As you mentioned, the purpose of a tag line is not to build credibility. The purpose is to build relevance.

While the purpose of a logo is to communicate who and what a company is, the tag line’s purpose is to succinctly communicate, in a way that no other company can, what the company does. If they are somehow hoping to communicate credibility through a tag line, they have been led down the wrong path.

Tag lines are extremely effective if the strategy and writing are exceptional. The fact is that most tag lines suck not because they are trying to build credibility, but because they are simply poorly written. This is because companies generally do not hire a professional strategy and creative writing team to conceptualize and write an exceptional tag line that will communicate relevance. If they did, our world would not be graced with the likes of “Ride the Light,” and my personal favorite, “Spirit of Service.”

What is a ’spirit of service’? I’ll tell you. It is the spirit of an non-strategic, poorly conceived, poorly written tag line. It was probably done in-house, and it probably cost the company nothing, which is exactly what it is worth.

Good tag lines are written by writers who work with good strategists. If people invest in their tag line, it can pay off big, just like an outstanding identity can. I always teach my clients about the importance of investing in a well-written tag line. It is a critical part of their identity.

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