Interim Marketing Manager
Search Engine Marketing
Market Research Studies
Online and Email Marketing
Name and Brand Consulting
Where is this Silicon Valley landmark?
the communications pyramid, slogans or taglines rank just below
your name and logo. And interestingly enough, they are the first
element that can evolve and change with the times more easily than
your name and logo can. In fact, many people, especially in smaller
businesses, make the mistake of trying to describe or position their
company too directly through the name.
name is just that. Your name doesn't describe you any more than
Apple's name describes them as a computer or gadget company. But
their philosophy is powerfully summed up in their present tagline:
Think Different. Years ago when the Mac was launched, their tagline
was: Computers for the rest of us. And before that? I forget. Doesn't
matter. But the name was, and still is, Apple.
are two major types of slogans: Emotional and Descriptive. Once
your company and brand is well known you can go either way, but
if you are starting out, it is best to explore a wide range of options.
Most likely, you will then find out that the best tagline is of
an opposite style to your name. So if your name is very descriptive
(e.g. The Network Giants), then your tagline can appeal to the emotions:
"We let you sleep all night". However, if your name is a little
more abstract or different, like Guidant, then their present slogan
of "It's a great time to be alive" is very appropriate, especially
if you know they are in the artificial heart technology business.
a slogan is not your vision nor your elevator pitch, making it short
might just make it a noise factor. IBM's Think slogan for many years
had many people thinking who they were talking to. Customers, prospects
or employees? Just like H-P's present "Invent". Makes me wonder
why I always have to invent a solution (if I buy their products).
Why don't they do it for me? Personally, I think they tried to copy
3M's style and missed. Especially as they transitioned (under Carly)
into a mass market products company selling many items on price
and availability and usability, as opposed to its invented technical
prowess. That slogan probably should have originally gone with the
spin off to Agilent, who, incidentally, is now busy "Making dreams
may be short and sweet. But they need careful development starting
from a large group of potential candidates. And they need to be
endorsed by upper management, which means they need to match the
company' strategic directions and personality.
of course, they need to be legally available. Slogans can be trademarked
just like names. They certainly should be when you are going to
use them extensively. Luckily a chain of stores contacted me for
a thorough worldwide search of their proposed new slogan (which
their agency had come up with) before they put it on all the brochures,
windows and websites. Within two hours we called off the search
- we had found it was the registered trademark of someone in a very,
very close field. In fact, it was in the same international class.
practice, however, most slogans are not trademarked until they become
well known so there is less legal risk than with names. But don't
try get into the car rental business and say "We try harderŪ" or
start any service business and say "You are in good handsŪ"!
Use a proper slogan or naming company if you need help - not just
your regular copywriters or ad agency - to keep you out of trouble
and to add that extra quality touch. Development of slogans is a
process that ends with legal clearance. It is not someone's great
spur of the moment writing inspiration.