September 26, 2019
What makes for a great tagline? It has to be short, catchy, memorable, and if you throw in a double entendre, you’re good to go.
What makes for a brilliant tagline? It has to be short, catchy, memorable, and completely redefining!
Let’s pause for a moment and admire the brilliant ones. What makes them so special? In this copywriter’s opinion, an amazing tagline can take a business-that-makes-something and turn it into a brand-that-stands-for-something.
It truly is the stuff of advertising and marketing dreams.
Postscript: Taglines vs. slogans
If you’re wondering what the difference is between a tagline and a slogan, whatever you do, don’t Google it. There are way too many conflicting views and opinions.
The short answer is, they’re interchangeable. No one is going to kick up a fuss if you use one over the other. However, if you really do want to differentiate them, here’s my POV:
A tagline is a short phrase associated with your company name that should be a representation of your business – it’s meant to define and position your brand.
A slogan is also a brief and catchy statement, but is more specific to a product or campaign, as opposed to your business’s brand as a whole. The word itself comes from a Scottish word meaning “battle cry”, so think of it in terms of a campaign, in war as in advertising.
For example, Nike’s tagline is “Just do it”, but they recently used “Unlimited You” as a campaign slogan.