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Where Does The Tagline Go?

I came across this good to read article from AdWeek titled The Death of the Tagline that proves evidences may not be that relevant anymore even for big brands like Apple, Starbucks, or Coca Cola.

There’s certainly evidence that taglines have diminished in importance. Many of the most admired brands—Starbucks, Whole Foods, Lululemon, Nordstrom—don’t have them. Some brands whose taglines helped propel them to greatness no longer use them. Apple hasn’t used “Think different” for years, and the sign-off to its most recent TV ads, “Designed by Apple in California,” is less a tagline than a closing salutation.

Here is the interesting point. They now believe that a targeted social media campaign or underground word of mouth can produce the same kind of impact!

And finally, well the writer still think that brands might still need taglines, but just that the way we think about and use taglines needs to change. She suggested that taglines shouldn’t be declarative statements but rather demonstrate the power of inclusion.

So it’s no wonder that some might declare the death of the tagline. But let’s not be so quick to dismiss it. Taglines still serve an important purpose. They remain an easy and effective way to communicate a new or revised brand message.
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Ultimately, taglines that issue invitations appeal more to people’s current connection-based sensibilities. Coca-Cola’s “Open happiness” and Expedia’s “Find yours” demonstrate the power of inclusion. Perhaps in this hyper social age, modern taglines can function not only as welcome signs, but highly concise mission statements as well.

Read the original article here.

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