Oct 25, 201112:00 AMIt's All About Content
with Thomas Marks
Why do people spit?
I must admit, I’ve stuck to my concealed guns on this one for a long, long time. My favorite has always been the tagline for Raid – kills bugs dead. It doesn’t just kill them, it murders them after killing them. Grab a can of Raid and watch the existentialists renounce their vows. It’s a double homicide, with a single victim. The tagline itself is short, and that’s good. It explains what the product does – not essential, but helpful, and it’s effective; excuse me, effectively effective.
I don’t much care for the cute stuff like Nyquil’s: The nighttime sniffling sneezing coughing aching stuffy head fever so you can rest medicine. Where’s the punctuation? Oh yeah, they drank so much of the crap that they forgot it became the daytime, brain-frying, I flopped around in bed like a northern pike on a dock, so you can’t think clearly in the morning medicine. I must admit, I sort of like the straightforward approach to taglines. I have a certain fondness for Remington Products’ tagline by Victor Kiam, I liked it so much I bought the company. Later on, his son purchased Lady Remington and named the new company after his two daughters, Lia and Sophia. Thank god their names weren’t Marie and Antoinette – razors and guillotines are a bad tagline imagery.
Lots of marketing professionals get hung up with people confusing a tagline with a brand. Who cares? These are the same people who believe there’s nothing more important than building a brand. I got news for you, I’ve been building brands for nearly 35 years and nothing’s more important than building business. Period.
Hey, why don’t we do this? As long as we’re trying to start a conversation, shoot me your favorite and least favorite taglines. Just do it. It’s not a job, it’s an adventure. Make the taglines magically delicious, good to the last drop, and finger-lickin’ good! And while you’re at it, this online publication could use a little work, as we say in the plastic surgery business. What do you think of the tagline Greater Madison’s Online Business Resource? It’s a little on the dry side, but does it whet your appetite?
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