Have taglines seen their day when it comes to marketing tactics? It is clear that the importance or even relevance of taglines has declined. Many brands haven’t used their taglines in a while or do but do not use them as prominently. Once upon a time, the tagline would help to promote and lift them to their success and recognition. So why are they not used now?
Image sourced from: http://www.brandingbusiness.com/2012/08/brand-taglines-part-iii-6-tagline-development-tips/
In the past, it was essential for companies to summarize their ad and purpose with a short and catchy phrase. It has come to advertiser’s attention that targeted social media campaigns along with word of mouth have the same effect and impact, if not more. Due to fewer demands for traditional large campaigns taglines have lost their effect and are close to disappearing all together.
Taglines are almost impossible to use today due to the limitations advertisers face with social media. Many companies’ messages are restricted to 140 characters with Twitter or a few seconds of video. The tagline would consume this space, blocking out the intended message or the brands logo.
“Moreover, companies are moving to flexible branding, in which they present different identities to express their range (Yahoo’s 30 days of brand logos, for example) or a targeted brand strategy, in which they target specific brand messages to different audiences (e.g., Best Buy appeals to small businesses with Geek Squad, while it appeals to younger consumers with mobile offerings). A single brand tagline has less value in these more fluid and variable applications” – http://www.adweek.com/news/advertising-branding/death-tagline-152255
A successful tagline helps a brand become memorable and stand out in the customer’s minds. Unlike the past, brands are distinguished more by their personalities and attributes rather than their products. However the tagline should not be dismissed all together, it remains to be an easy and simple way to introduce a new brand message or to revitalise an old one.
“The way we think about and use taglines needs to change. Carefully consider whether or not one is really needed. If your brand’s differentiation is well-established, perhaps you don’t. Think about the primary media and touch points in which it will be used. Do they lend themselves to the consistent use of a short phrase? If you’re not going to use it regularly, don’t bother having one.”- http://www.adweek.com/news/advertising-branding/death-tagline-152255
Companies such as Nike said that the relationship between the customers and the company has grown and advanced so much that their famous tagline ‘Just do it’ is almost no longer needed. A successful tagline often includes the audience/customers, for instance, Coca-Cola’s tag “Open Happiness” or Expedia’s “Find Yours” shows how successful a tag that involves and includes the consumer is.
History has a way of repeating itself when it comes to what works and what doesn’t in every aspect, including marketing. Do you have a tagline? SLA would be keen to hear your thoughts and join the debate.
Information sourced from: http://www.adweek.com/news/advertising-branding/death-tagline-152255