I’m sure all of you know what a “tagline” is, right? Well, if you are not sure, then visit Wikipedia for their true definition.
A good tagline is one that is used with a company name, or logo. PR Clients are constantly searching for the right tagline that meets their philosophy, or helps set them apart from the competition. Companies that succeed in finding the right tagline are usually copied. For example the Nike tagline, or slogan as it is sometimes referred to, is “Just Do It”. What about the milk tagline, know what that one is? Right, “Got Milk“. But is seems that pr clients get tired of these and feel a need to change it every few years. That is something all advertising agencies and publicity professionals need to consider. If your pr client feels it is time to change, be sure you do your homework. Do they really need to do this? Are their customers thinking of them as an old company, or stale in their products/service because of the tagline? If so then maybe it is time to change.
An article in marketing pros discussed this in brief. The article mentioned Tate Linden, author of Stokefire blog, said many companies are not quite sure what a tagline is supposed to do. If that is the case, then maybe they don’t need or shouldn’t have one.
Just like those successful taglines, Just Do It, and Got Milk. Everyone was placing their logo, or name with these tags. Another person, Spike Jones says “never pick a tagline that just anyone can use” He goes on to say if you can easily place the tagline with another company logo, then it isn’t a good tagline.
I agree in most cases, but if you are able to conquer the market with a generic tagline like Just Do It, everyone knows you stole that from Nike.
Taglines are not just for pr clients and their companies. Look at TV shows, like The X-Files. Their tagline was “The truth is out there”. The shorter the tagline, the easier it is to remember.
So does your pr client need a tagline? Or do they already have one but are not using it wisely, or are they not including it in all their pr marketing strategies? If that is the case, maybe you need to promote the tagline with their name. As publicity professionals, and marketing agencies, it is up to you to guide yourr pr clients in making the right decision. If not, then someone else might take away that business from you. Need help, give me, George Carson a call. I’ll make sure you keep that pr client with taglines that work for them.