Tag Lines & Slogans

Dear M & M: Any advice on tag lines or slogans? I keep seeing major companies coming up with some fantastic catchy one liners, do they really work? – Tom

Dear Tom: 

Recently a survey done by Tag Line Guru came up with the top tag lines since 1948 here is the list of the winners; The Most Influential Taglines Since 1948; 1). “Got Milk?” (1993) California Milk Processor Board,  2). “Don’t leave home without it.” (1975) American Express,  3). “Just do it.” (1988) Nike,  4). “Where’s the beef?” (1984) Wendy’s,  5). “You’re in good hands with Allstate” (1956) Allstate Insurance.  The criteria used in judging were based on longevity (have they endured over time)?

Has the tag line become synonymous with the brand? More simply put when you hear it do you think of the company? Have they made changes in our purchasing habits? Here are some tag lines made prior to 1948; “Only you can prevent forest fires” (1948), U. S. Forest Service. “The Breakfast of Champions”, (1935), Wheaties, “When you care enough to send the very best.” (1934) Hallmark. “Good to the last drop.” (1926) Maxwell House.

We have less than 10 seconds to grab a consumer’s attention. If we can make a lasting impression your tag line should create a snapshot in the consumers mind reminding them to buy your product or do business with your company. We live in a world of people wanting to make instant snap decisions.

Creating a memorable tag line can position your company in a consumers mind over your competitors. Wendy’s has reported “Where’s the Beef” campaign increased same store sales by 31%. I still rent a car from Avis whenever I can.  “The “We Try Harder” ads were an instant hit.

Within a year, Avis went from losing $3.2 million to earning $1.2 million—the first time it had been profitable in more than a decade. From 1963 to 1966, as Hertz ignored the Avis campaign, the market-share percentage gap between the two brands shrunk from 61–29 to 49–36.” – Beth Stevenson “We’re number 2, we’re number 2”. Remember keep it short and simple. Try to communicate what you do, why you’re the best or how you do it better.

There are some online tag line generators that can be helpful. I use sloganizer; http://www.sloganizer.net/en/ . Play around have some fun. Get started today.

-M&M

To ask your questions: Call the Small Business Development Center(SBDC) at Cochise College (520)-515-5478 or email schmittm@cochise.edu or contact the Sierra Vista Economic Development Foundation(EDF) at 520-458-6948 or email  hollism@svedf.org

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