Tag lines and corporate slogans

Ivan Levison —
Direct Mail, E-mail and Advertising Copywriting

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THE LEVISON LETTER
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Action Ideas For Better Direct Mail,
E-mail, Web Sites & Advertising

Published by
Ivan Levison, Direct Response Copywriting

July, 2002
Volume: 17 Number: 7

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Tag lines and corporate slogans
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Let's talk about corporate slogans - the short, pithy
phrases or sentences that run next to logos at the bottom
of ads or appear in the last seconds of TV commercials.

You know what I'm talking about. Lines like:

Sun. We make the net work.

Or . . .

SAP. The best-run E-businesses run SAP.

I don't want to discuss the subject of corporate slogans
because I think they're so terribly important in
themselves. On the contrary. I think that most companies
can do very well without a slogan.

The reason I want to put them under the microscope is
because they reflect how companies position themselves -
or don't position themselves.

At its best, a corporate slogan is like a Japanese haiku
- a highly concentrated form of expression that attempts
to communicate an essence, a distilled truth loaded
with meaning and significance. At its worst, it's
puffed-up, self-congratulatory nonsense.

Let's take a look at some corporate slogans, good and
bad, and see what we can learn from them.

What do you think of this one that an airplane
manufacturer is using in Forbes?

Gulfstream. The World Standard.

For me, the problem with the line is that it's completely
generic. You could just as well say:

Fidelity Investments. The World Standard.
Intel. The World Standard.
Harry's Hamburgers. The World Standard.

Because "The World Standard" is generic and works equally
well (or poorly!) for any company, I think it's very
weak.

What do you think about this tag line:

The Land Rover Experience.

Same problem. You could say "The Crest Toothpaste
Experience" or flip it and say "Experience Crest
Toothpaste" or expand it and say "Experience Crest Toothpaste.
The World Standard."

It just doesn't matter what you do with clichés. You're
still going to wind up with junk. And that's the point
worth remembering. GENERIC IS BAD. Expect your copywriter
to search for what makes your product or service unique
and highlight that "Unique Selling Proposition" in the
slogan.

What about this tag line from yet another airplane
manufacturing company?

Dassault Falcon. Engineered With Passion.

Here, we run up against the problem of the "new hot word."
In this case, "passion."

Companies these days are passionate about everything.
"Passionate about customer care." "Passionate about
quality." "Passionate about engineering." Give me a
break! When I buy something I just hope it works and
doesn't break right away. Whether the manufacturer is
passionate or not is of little interest.

Are all slogans weak and flabby? Not at all. Some are
absolutely terrific.

How about this classic line from Hallmark greeting cards?

Hallmark. When you care enough to send the very best.

The line has a wonderful rhythm and flow. And the tone is
absolutely right. Dignified and thoughtful. Best of all
the psychology is perfect. When someone sends a birthday
card, Valentine card, condolence card, or whatever, it
has deep meaning (or should.) You don't want to send just
anything. You want the card to reflect your tender
feelings and appreciation of the recipient. So you send
Hallmark . . .

When you care enough to send the very best.

My favorite new slogan comes from Taco Bell.

Taco Bell. Think outside the bun.

Playing off the pun on "Think outside the box," Taco Bell
is able to instantly position itself against hamburgers.
The line is saying, "Hey, you want fast food? You don't
have to go to McDonald's or Burger King. You have a
terrific alternative."

In other words, the line is actually DOING something. It
is waking burger customers up and steering them to Taco
Bell. A lot better than saying:

Taco Bell. The World Standard.
or . . . Try the Taco Bell experience.

The takeaway message this month?

Don't settle for flabby writing or clichés. Give your
corporate slogan, and all your writing, the attention it
deserves and watch sales soar!

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How To Get In Touch
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Ivan Levison
Direct Response Copywriting
14 Los Cerros Drive
Greenbrae, CA 94904

Phone: (415) 461-0672
Fax: (415) 461-7738
E-mail: ivan@levison.com
Web Site: http://www.levison.com

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