Taglines and Slogans

The phrase that follows your brand name explains your unique selling proposition. It is an important part of your brand awareness and positioning. There is a difference between taglines and slogans. Taglines are part of your long standing brand, whereas slogans are something that change with your different advertising campaigns.

"Got Milk" is a slogan from the 1993 milk campaign. The tagline, "Snap, Crackle, Pop" will always be part of Kelloggs Rice Krispies started in 1932.

Compare "What can brown do for you?" (2005) to "When you absolutely, positively, have to get there overnight." (1982) Obviously these are companies with an established brand awareness. But if your company is small and new, how would anyone know what "What can brown do for you" means? Could it be a consulting service or a ditch digger?

When creating your tagline and slogans, the process is a lot like choosing the name of your company. Keep it simple in words that can be understood by the consumer. Keep it short and the idea clear. Make it descriptive and easy to remember, especially if you are new and have not developed your brand. And of course use them on every piece of promotional material you have.

Here are some taglines and slogans that have stood the test of time. . .

"Good to the last drop"    Maxwell house (1915)

"When you care enough to send the very best"    Hallmark (1934)

"Breakfast of champions"    Wheaties Cereal (1935)

"A diamond is forever"     De Beers Consolidated (1948)

"Finger lickin' good"     Kentucky Fried Chicken (1952)

"You're in good hands with Allstate"     Allstate (1956)

"It takes a licking and keeps on ticking"     Timex (1956)

"The milk chocolate melts in your mouth, not in your hand"     M&Ms Candy (1954)

"Please don't squeeze the Charmin"     Charmin Toilet Paper (1964)

"The quicker picker-upper"     Bounty Paper Towel (1971)

"Just do it"     Nike (1988)

"Got milk?"     Milk (1993)

Look at some of those older dates! It shows how the good ones work with every generation. Have fun and best of luck writing your next tagline or slogan. ~Julie

© Julie Howell