A tagline or slogan is a form of advertising that conveys the brand’s message in only a sentence or two. It is essentially a catchphrase used as a way to identify a company or product. In this way, they are effective because they attract attention and are easy to remember.
Although they are short, a tagline must meet a lot of requirements in order to be successful: it should be memorable, sell the benefits of the company or product in a way that creates positive associations about the company, and transcend time. The tagline should be witty and should set the company apart from its competitors. A number of companies have managed to create great taglines in the past. Here are some examples.
- Nike’s “Just Do It.” With this slogan, Nike managed to convey the message that regardless of your athletic ability, you can tackle anything – so long as you “just do it.” Its inclusive message creates positive feelings among Nike’s audience that people are capable of doing anything they set their minds to. This particular tagline is universal and stands the test of time, making it one of the most successful slogans of all time.
- California Milk Processor Board’s “Got Milk?” This 1993 tagline and campaign were created as a response to the decreasing milk sales in California as well as the rise of soft drinks. The ad focused on the benefits of drinking milk and featured a tagline along with it, which accompanied images of celebrities and children with milk mustaches. It was a real hit!
- American Express’s “Don’t Leave Home Without It.” These 1975 tagline hints at the benefits of the product by playing upon the fear of not being able to pay for something. The credit card won’t ever leave you in an awkward or embarrassing situation because you will always be able to pay for your items. This tagline also stands the test of time.
- Apple’s “Think Different.” Apple’s stock price tripled only one year after this tagline was introduced to the public. It was originally used as a tribute to all the brilliant minds who challenged the status quo. Immediately, Apple’s “Think Different” tagline set them apart from their competitors while simultaneously selling the benefits of the product and creating positive associations (you won’t be like everyone else if you use this product).
- McDonald’s “I’m Lovin’ It.” This 2003 tagline sells the benefit of the product (and the brand): you will love the taste, which, in doing so, creates positive associations.