0
Inc.
www.marketingtbd.com Inc.
© 2009 Marketing TBD, Inc.
7 Deadly Tagline Sins
Inc.
#1 CLEVERNESS
photo
Inc.
© 2009 Marketing TBD, Inc.
CLEVERNESS
Using cute, catchy words in taglines doesn’t necessarily make
them meaningful.
...
Inc.
#2 BLANDNESS
photo
Inc.
© 2009 Marketing TBD, Inc.
BLANDNESS
Bland is boring.
While it’s the safe route, it doesn’t excite, provoke or inspir...
Inc.
#3 BANALITY
photo
Inc.
© 2009 Marketing TBD, Inc.
BANALITY
Beware the platitude.
If your greatest value inspires “Well, yeah, they should do...
Inc.
#4 IMITATION
photo
Inc.
© 2009 Marketing TBD, Inc.
IMITATION
Your goal in creating your tagline is to illustrate how you
differ, not how you ...
Inc.
#5 DECEPTION
photo
Inc.
© 2009 Marketing TBD, Inc.
DECEPTION
Don’t make a claim to a brand attribute on which you don’t
or can’t deliver.
If ...
Inc.
#6 VANITY
photo
Inc.
© 2009 Marketing TBD, Inc.
VANITY
If it’s all about you, what’s in it for the customer?
Sure, you should be proud of ...
Inc.
#7 RECKLESSNESS
photo
Inc.
© 2009 Marketing TBD, Inc.
RECKLESSNESS
Conduct a Google search to see if your tagline is being used
by another firm....
Upcoming SlideShare
Loading in...5
×

Taglines 7 Deadly Sins

992

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
992
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
24
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Transcript of "Taglines 7 Deadly Sins"

  1. 1. Inc. www.marketingtbd.com Inc. © 2009 Marketing TBD, Inc. 7 Deadly Tagline Sins
  2. 2. Inc. #1 CLEVERNESS photo
  3. 3. Inc. © 2009 Marketing TBD, Inc. CLEVERNESS Using cute, catchy words in taglines doesn’t necessarily make them meaningful. In fact, jargon and doublespeak may turn people away. Don’t say it – prove it by telling them how you help them reach the ultimate payoff, and why clearly they need you … now.
  4. 4. Inc. #2 BLANDNESS photo
  5. 5. Inc. © 2009 Marketing TBD, Inc. BLANDNESS Bland is boring. While it’s the safe route, it doesn’t excite, provoke or inspire. If your tagline is safe and generic, your brand is as well. Talk above the noise, without fear of breaking grammatical rules. Be fun. Represent your brand.
  6. 6. Inc. #3 BANALITY photo
  7. 7. Inc. © 2009 Marketing TBD, Inc. BANALITY Beware the platitude. If your greatest value inspires “Well, yeah, they should do that” you’ve got a platitude. Dig deeper to find the ultimate pay off.
  8. 8. Inc. #4 IMITATION photo
  9. 9. Inc. © 2009 Marketing TBD, Inc. IMITATION Your goal in creating your tagline is to illustrate how you differ, not how you are able to plagiarize. It’s not easy to be original, but it will pay off.
  10. 10. Inc. #5 DECEPTION photo
  11. 11. Inc. © 2009 Marketing TBD, Inc. DECEPTION Don’t make a claim to a brand attribute on which you don’t or can’t deliver. If not, you risk being seen as a brand that doesn’t deliver on its promises. How? Know your brand, what it stands for and what you deliver that’s unique in the marketplace.
  12. 12. Inc. #6 VANITY photo
  13. 13. Inc. © 2009 Marketing TBD, Inc. VANITY If it’s all about you, what’s in it for the customer? Sure, you should be proud of your brand and what you deliver – but saying you’re the best isn’t enough. Being the best is something you need to prove. Instead, focus on common values and the ultimate payoff you deliver for your customer. Remember, it’s all about them.
  14. 14. Inc. #7 RECKLESSNESS photo
  15. 15. Inc. © 2009 Marketing TBD, Inc. RECKLESSNESS Conduct a Google search to see if your tagline is being used by another firm. If you find it, does it have a service mark (SM) or trademark (tm) next to it? Further, check to ensure a web site doesn’t exist using your tagline. It’s part of your brand. Don’t lose it by being reckless.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×