How a Good Tagline Helps
When I first started studying advertising back in college, I would roll my eyes at the thought of writing a tagline. There’s about one of those anyone actually remembers.
But, then I worked in advertising for ten years and somewhere along the way I managed to keep my eyes relatively stationary while thinking about the maligned petite sentences in question.
Nowadays, I think of a tagline as an anchor for a brand. It can help sum up a brand’s intention, when nothing else will. One tagline I actually sold to a client was only two words, but in my mind it helped describe the product in question: a now defunct 24/7 sports news channel in the form of an app called, “120 Sports” (see the pic below; also, my tagline wasn’t the reason for the company’s demise…or was it?).
There’s a few others out there I’m responsible for, but this is the first one I could find direct evidence of. But, enough about me. Let’s take a look at a campaign that wouldn’t make quite as much sense without it’s tagline in New York Lottery’s campaign: “What Will You Think About When You Don’t Have to Think About Money?”
And, here’s a few examples from another campaign that I’ve literally not been able to find the end of. I think you can owe it’s high amount of output directly to the tagline. It’s Citi’s “Live Richly” campaign. Some genius somewhere came up with this tagline and will probably be forever without worry of being unemployed because of it.
And, after all of that, I can’t even think of a good way to end this post, so I’ll just steel a line from a good friend…more to come.
