A tagline is a memorable slogan that summarizes a company or product. Creating one is complex, but a well-constructed slogan can last for years. Slogans are used in various industries, including movies, product advertising, and organizations. They are meant to promote a positive view of the company and can even become part of popular culture.
A tagline is a slogan that succinctly, memorablely, and descriptively summarizes a company or product. The art of creating one is quite complex and several consultancies specialize in creating slogans for their clients. A well-constructed slogan can last in consumers’ minds for years; some slogans have actually outlived their products. Once a company has a good one, they include it in all of their marketing materials to get it into the minds of consumers so they think about that company often.
A wide variety of industries use slogans. Movies are famous for them, and many movies have entered popular culture, regardless of the quality of the film itself. Many people refer to “going where no man has gone before,” for example, without realizing they’re referring to the Star Trek movies. A film’s tagline is typically included in the film’s poster and previews, and popular film franchises may kick off early campaigns with cryptic posters that only display the franchise’s tagline and nothing else.
In product advertising, slogans and jingles can make or break a product. Many people remember M&Ms “melting in your mouth, not your hand” when they’re at the candy store, or “don’t get mad, be happy” when buying trash bags. One for a product is usually included in commercials and print ads, and sometimes even on product packaging, so that if someone remembers hearing about a “faster picker” on television, they can figure out which brand of paper towels l ad referred to.
Organizations also use slogans to brand themselves and their family of products. Apple once asked its users to “think differently,” for example, and Allstate lets its customers know they’re “in good hands.” These slogans are meant to promote a positive overall view of the company in question and to make potential customers feel good about that particular company. Some companies also use tongue-in-cheek slogans, such as “for negative people” for a camera company.
Slogans are so globally pervasive that many people would probably recognize most, if not all, companies referred to by their slogans alone. Most people can probably generate a sizable list if they sit down and think about it for a moment, and people might even find themselves using one in the form of a snow clone in conversation.
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