You Can Have a Tagline, I Guarantee it!
OMG! The Board of Men’s Wearhouse fired its founder, George Zimmer – famous for his catchphrase: “You’re going to like the way you look. I guarantee it.”
Taglines Build Brands in 6 Ways
The company is mum about its exact reasons for his ouster, but I guarantee the repercussions are going to be fierce; why? Catchphrases build brands by:
Creating Differentiation – Not every company can guarantee that you will look good, but a different company can ask, “does she or doesn’t she?”
Boosting Familiarity – We feel as if we already know the brand by knowing the phrase. I love “Eat Mor Chikin” and I’ve yet to gobble a bite from Chick–fil-A.
Expressing the Personality – “Just Do It” promotes Nike’s brand of fearless athleticism.
Creating awareness – The concept of “showrooming”, for example, was used extensively to demonstrate Best Buy’s counter-attack strategies to stop consumers from browsing in their store and then buying on-line.
Increasing Buzz – “Whassup?” was rebroadcast thousands of times for free as the ad for Budweiser became fodder for advertising analysis.
Adding Consistency – Every ad for Motel 6 concludes with “We’ll leave the light on for you.”
Do you have a favorite tagline or catchphrase? Please share and join the conversation in the comments below.
Wishing you sizzling success!
PS: Want help in creating a catchphrase, tagline, or brand name? Master insider secrets at my 90 minute webinar this Thursday. More info here:
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