Brand ID has taken some hard hits lately, with many learning firsthand that customers are less inclined than ever to be brand faithful. Consumers often are tossing loyalty aside for a novel experience that meets a recently discovered need.
But there's room for consumers to diversify their tastes while maintaining a relationship with a company. While there is much more to making successful, repeat business than a tag line or slogan, it is one key that can both attract attention and create an ambience with which the consumer wishes to be associated.
A catchy tag line can instantly bring your brand, and what it represents, to mind. Here's a quickie test to prove the point: Name the brand associated with the tag line or slogan. (Answers at bottom of page.)
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“All the news that's fit to print.”
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“Good to the last drop.”
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“Breakfast of champions.”
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“Where's the beef?”
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“Just do it.”
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“We try harder.”
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“Have it your way.”
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“Fly the friendly skies.”
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“Finger-lickin' good.”
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“Reach out and touch someone.”
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“The ultimate driving machine.”
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“The quicker picker-upper.”
Fill in the blanks on these:
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“Got _____?”
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“A _____ is forever.”
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“Nothing runs like a ______.”
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“You're in good hands with ________.”
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“Please don't squeeze the _____.”
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“I'd walk a mile for a ______.”
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“Which twin has the _____?”
When you see the answers, you will be astonished at how long some of these tag lines have been around. Sure, general advertising updates slogans, so some have been retired and resurrected, but virtually all of these, and many more not listed here, will forever be tied to the company. (See www.adslogans.com for more greats.) Why is it good for an advertising slogan to be memorably connected to your catalog business?
For one thing, it helps explain who you are and what makes you great. Look at the aforementioned tags. Virtually every one contains a benefit unique to the company it's associated with. So a food company doesn't just sell chicken, it sells chicken so good you can't stop yourself from licking every tidbit from your fingers.
Some slogans are so well-liked by consumers that they become a part of the culture: “Just do it” and “Where's the beef?” didn't just explain their brand, they epitomized the way a generation was thinking, locking those customers in big time.
Yep, billions of TV impressions helped solidify those slogans in consumers' minds. And most catalogers don't run TV ads. But we do have millions of catalog impressions and Web sites at our disposal. So are we actually using them?
Not really. We seem to be missing the point of what a tag line or slogan is all about. A few typical examples: “Cuddledown: Manufacturing Fine Home Fashions Since 1973”…“Lifestyle Fascination: America's Most Innovative Products”…“Wisteria, a Catalog of Antique and Decorative Items for House and Garden.”
Come on, guys! Where's the sizzle, the excitement, the benefit, the stirring, catchy phrase? These tag lines are nice, but not exactly motivational or inspiring. Somehow I don't see our grandchildren putting them in a list of all-time best slogans.
We can back off on the how-long-we-have-been-in-business thing. Dump that info somewhere inside the catalog; it's not a real biggie for most catalog-savvy consumers these days. Skip the “what we are” and go right to the “what we do for you.”
Title Nine has one of the better tags, “Clothes Inspired and Created for Women,” but even that seems too static. Timberland, with “Don't Wear It. Use It,” is on the mark with a slogan that's full of action and says these boots can take whatever you can dish out. Heaven forbid, though, that Timberland should put this slogan on its Web site and in the ads. A little consistency and reinforcement, please.
How do you actually go about creating a tag line? Start with a positioning statement that calls out what it is that makes your brand better than the competition. From that extract the fun and excitement inherent in your positioning.
The Territory Ahead almost gets it right with its tag/slogan “Exceptional Clothing for Life's Adventures.” This has just one big problem — it doesn't exactly roll off your tongue. I can't imagine many consumers saying to their friends, “I buy from The Territory Ahead because it has exceptional clothing for life's adventures.”
Tag lines have to be more than they've ever been before. They're not just descriptive labels but slogans you want to hear your customers say again and again.
Make your catch phrase verbally appealing. Say it out loud. Does it have a repeatable ring to it? Is it easy and enjoyable to remember? Keep it short and snappy. Notice that most unforgettable slogans are only four or five words long.
So dust off your existing tag line and turn it into a selling slogan.
Come on. Just do it.
Tag line answers:
- The New York Times (1896)
- Maxwell House (phrase originally coined by Teddy Roosevelt in 1907 and adopted by the brand in 1926)
- Wheaties (1933)
- Wendy's (early 1980s)
- Nike (1988)
- Avis (1962)
- Burger King (1973)
- United Airlines (1966)
- Kentucky Fried Chicken (1952)
- AT&T (1979)
- BMW (1975)
- Bounty (1971)
Fill-in-the-blanks answers:
- “Got Milk?” National Milk Processor Promotion Board (1993)
- “A diamond is forever.” De Beers (1948)
- “Nothing runs like a Deere.” John Deere (1972)
- “You're in good hands with Allstate.” (1956)
- “Please don't squeeze the Charmin.” (1964)
- “I'd walk a mile for a Camel.” (1921)
- “Which twin has the Toni?” (1946)
KATIE MULDOON (kmuldoon@muldoonandbaer.com) is president of DM/catalog consulting firm Muldoon & Baer Inc., Tequesta, FL.
