Date post: | 12-Jun-2015 |
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The World’s Favourite Airline”
just do it
The best a man can get
Connecting people
the world’s local bank
adapted from Chris Davenport article
Ppt Compiled by Vikas JainIInd MBA
Pondicherry Universityor
BRAGLINES
TAGLIN
ES
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)
a succinct and highly visible way of communicating
a change in direction for a
company
used to sum up a company or
product’s premise, ethos,
or difference that is memorable for
audienceThey can educate,
stimulate, provoke, promise,
invite, demand,
dare, irritate, and inspire
TAGLIN
E
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?
Best practice suggests that there are only a handful of archetypal messages that have made successful slogans
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
Beauty is balance
Beauty is balance
-a name and a tagline doing exactly the same job.Simple,Memorable Compelling
British Airways –“The World’s Favourite Airline”
HSBC Bank“ the world’s local bank”
-the vast majority of successful companies taglines fall into one of the two.
1. 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
Get the message right
You want people to think it, so say it.
Gillette- “The best a man can get.”
2.W
e ar
e th
e gr
eate
st
Don’t just talk about it, be about it
It’s not bragging if you can back it up
”
We Are The Category This claim leaves no room for the
competition. They often appear innocuous, but they
aggressively annihilate the opposition by not even acknowledging their existence
Standing for improvement encourages improvement, and doesn’t invite any criticism for being arrogant.
Tesco’s consumer championing “Every little helps”
It’s getting better
“Me” is less interested in how good the company thinks it is, and far more interested in “me”.
Maybelline’s “Maybe she’s
born with it.”
You’re great (we can make you greater)
effective for brands that are trying to accentuate their collaborative side.
simple invitation, suggesting warmth and openness
Join us
The most elegant example of this is
Nokia’s “Connecting people”
This is the crystal ball of taglines.
claims a position of prescience, omniscience by predicting the future and telling you what to expect
E.g. Orange “The future’s bright.”
What happens next
Besides these…
Besides these categories a few more seem to have taken their space despite their variations.
functional slogans -product-specific
claime.g. Ronseal “It does exactly what it
says on the tin.”
Once you’ve written it, broadcast it mercilessly.
the more people hear the more they’ll remember. But crucially, the more they’ll repeat it themselves.
E.g. “Yabba-dabba-do,”
Repeat
conclusion