This document discusses effective strategies for company slogans and taglines. It identifies several archetypal message categories that many successful slogans fall into, such as "Beauty is balance" which presents a simple, memorable, compelling message. Other common categories include "Get the message right", "Don't just talk about it, be about it", "We are the category", and "Join us". The document advises that an effective slogan should be repeated extensively so that it sticks in people's minds and they repeat it themselves.
1. B R A G L I N E S T A G L I N E S adapted from Chris Davenport article Ppt Compiled by Vikas Jain IInd MBA Pondicherry University or The World’s Favourite Airline” the world’s local bank just do it The best a man can get Connecting people
2. Introduction Slogans have shifted from the battlefield to the business world. These two arenas aren’t so different . In fact, the similarities are uncanny: You’re talking to a horde of people but you’re limited by how loud you can shout (budget)
3. used to sum up a company or product’s premise, ethos, or difference that is memorable for audience TAGLINE They can educate, stimulate, provoke, promise, invite, demand, dare, irritate, and inspire a succinct and highly visible way of communicating a change in direction for a company
4. How does a slogan, or a tagline help companies deal with their rivals and attract customers? What’s the secret to getting it right, and what perils lay in wait for those that get it wrong?
5. Beauty is balance Get the message right Don’t just talk about it , be about it We are the category Its getting better You're great (we can make your great) Join us What happens next Best practice suggests that there are only a handful of archetypal messages that have made successful slogans
8. CompellingBeauty is balance British Airways – “The World’s Favourite Airline” HSBC Bank “ the world’s local bank”
9. Get the message right -the vast majority of successful companies taglines fall into one of the two. Seize the day - concept has resonated throughout the ages - seizes upon mortality with positive urgency, encompasses everything -slogans which use imperatives fit here e.g. Nike – just do it
10. You want people to think it, so say it. Gillette- “The best a man can get.” 2.We are the greatest
11. Don’t just talk about it, be about it It’s not bragging if you can back it up ”
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16. simple invitation, suggesting warmthand openness Join us The most elegant example of this is Nokia’s “Connecting people”
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18. claims a position of prescience, omniscience by predicting the future and telling you what to expect E.g.Orange “The future’s bright.”
19. Besides these… Besides these categories a few more seem to have taken their space despite their variations.
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22. the more people hear the more they’ll remember. But crucially, the more they’ll repeat it themselves. E.g. “Yabba-dabba-do,”
