1. Ken DeGilio, Course Director
Business Storytelling & Brand Development
• 22 Laws
• Brand Identity
• 22 Laws: Shape & Color
• Logo Discussion
• Final Project
What is a tagline?
• Short phrase that captures a company’s brand essence, personality, and positioning
• Reinforces the brand message
• Incorporates the word that you OWN!
• Distinguishes it from its competitors
• “a clarifier, mantra, company statement or guiding principle that describes, synopsizes,
or helps create an interest” (Debra Koontz Traverso, Outsmarting Goliath)
5. Ecomagination – Smart
6. 5 Types of Taglines
• Imperative -- Commands action
• Begins with verb
• Just do it (Nike)
• Invent (HP)
• Live without a plan (Virgin Mobile)
• Have it your way (Burger King)
• Descriptive -- Describes the product, service, or
• You’re in good hands (Allstate)
• What happens here stays here (Las Vegas
Convention and Visitors Bureau)
• The relentless pursuit of perfection (Lexus)
• Imagination at work (GE)
• You are now free to move about the country
• Superlative -- Positions the company as best in
• The ultimate driving machine (BMW)
• The happiest place on earth (Disneyland)
• Provocative -- Thought-provoking; usually a question
• Got milk? (Dairy Council)
• Where’s the beef ? (Wendy’s)
• Is it live, or is it Memorex? (Memorex)
• Is there a Guitar Hero in you? (Guitar Hero)
• Specific -- Conveys the business category
• All the News That’s Fit to Print (The New York
• Drivers wanted (Volkswagen)
• Takes a licking and keeps on ticking (Timex)
12. Tips for Writing an
• Summarize your company’s main selling point in a singular, short,
catchy, memorable message.
• Review taglines from other companies in your category, especially
• Review taglines of some of your favorite brands.
Why do they appeal to you?
13. Effective Taglines:
Make sure your tagline:
Captures the brand essence and positioning
Conveys the brand promise
Aligns with your mission statement
Uses the word you’re attempting to own. Review Law of the
Is easy to say and remember
Doesn’t sound close to anything offensive or negative
Can be protected and trademarked
Does not include quotation marks around it or an
exclamation mark at the end
14. Taglines of Entertainment Brands
• CNN Headline News
• Around the world in 30 minutes
• TV. At its Best.
• World’s Most Killer Dad
• Family Guy
• Parental Discretion Advised, that’s how you know it’s good
• UnCut, Un-PC & Unsuitable for Kids
15. Taglines of Entertainment
He’s having the day of his life … over and over
Don’t go into the water.
He’s out to prove he’s got nothing to prove.
A long time ago in a galaxy far, far away
16. Taglines of Entertainment
The best mix of the 80s, 90s, and today
The best reason to play drums
Respecting DJs since 1984
17. Studying Taglines
Research the following.
Entertainment Business Brands
a) What is your favorite company’s tagline?
b) What type of tagline is it? (imperative, superlative, descriptive, provocative,
c) What are the pro’s and con’s of the tagline, based on the criteria we discussed?
18. Studying Taglines: Prep for Your Projects
Research the following. Record your answers.
Include your analysis and rationale in your projects.
BPT Project (Your Brand Strategy):
a) What key ideas, words, or phrases do you want to convey in your tagline?
b) What are the taglines of your top 3-5 competitors?
c) What are the strengths and weaknesses of your competitors’ taglines?
d) How will yours be highly differentiated? More memorable?
19. “If Taglines Were Honest”
• iPod: It’ll break in a year, but by then you’ll want the new one.
• Apple: You think you need it; we know you just want it.
• Ikea: One day you’ll be able to afford real furniture.
• Hummer: Get the attention you’ve always craved. While filling up the gas tank
• Taco Bell: You’re drunk and we’re still open.
• Ben and Jerry’s: Whoa, dude, did you eat that whole thing?
• Krispy Kreme: Less filling, just as fattening.
• McDonalds: Always a good idea. Until afterwards.
• Starbucks: Long lines, high prices and the best legal high available.
20. Quote: The Emotional Component of Branding
“I've learned that people will forget what you said, people
will forget what you did, but people will never forget how
you made them feel.”
21. Brand Design
22. Two Classics…
23. Brandmarks can be either:
• Wordmark (word in unique stylized font)
• Or a wordmark with a symbol or logo
24. Types of Brandmarks
1. Wordmark - Legible word or acronym
with distinctive font characteristics.
2. Letterforms - Letter infused with
personality, meaning, symbolism.
3. Emblems - Pictorial element
inextricably connected to the name of
the organization. Legibility challenge
4. Pictorial Marks - Literal and
recognizable image. May allude to
name of company or its mission, or
may symbolize a brand attribute.
5. Abstract/Symbolic Marks - Abstract
visual form to convey a big idea or
25. Grade the Brand Manager
26. Which is better?
27. Law of Shape
• Ideal logo shape is a horizontal rectangle
• Human vision is primarily horizontal
• Shape/dimensions of a standard car windshield
• Most eye-catching and memorable, especially in signage
• Legibility is critical
• The word is more important than the font; so make sure it’s readable
• “The power of a brand name lies in the meaning of the word in the mind.”
28. Discuss the Shape of the Logo…
29. Logo Timeline
30. A Logo Portfolio
31. Law of Color
• Color conveys mood, personality; evokes emotional response
• Own a color
• Select a color that fits your category
• Stick with a basic color (red, blue, green, yellow, orange)
• The pioneer gets first dibs
• If you’re not first, use opposite of competitor’s color
• What do various colors convey: red, blue, white, black, purple, green
• What are some brands that have utilized these associations?
32. A Look at Color
What color has each of these brands
When using color, be:
adopted as part of its brand identity?
• UPS • Consistent
• Starbucks Some Useful Resources:
• Target http://kuler.adobe.com/
• American Express
• Netflix http://desktoppub.about.com/cs/color/a/symbolism.htm
33. What brands come to mind?
43. Funtivity – Logos in terms of color & shape
44. What Color will you
45. Case Studies
46. Activity: Brand Identity Case
• Working in groups as brand managers for the company
• Read Brand Identity case study examples (from Designing Brand
Identity, Alina Wheeler)
• Discuss, and present to class:
• Discuss the brand name, logo, word to own
• The goals of the brand identity campaign
• The process utilized (what did they decide to do, and why)
• The result(s) achieved
• Current Brand Message or Communications
• Suggest a specific future marketing project or specific promotional plan
(provide details, marketing plans, campaign slogans, etc.)
“…these highly successful projects, created by branding firms, design
consultancies and in-house creative teams, inspire and exemplify original,
flexible, lasting solutions.”
47. Case Studies
For Next Class READ:
• Read 22 Laws’
• Complete TV Viewing Log
• Bring a draft of your name, mission statement and tagline
Read Business Strategy Project requirements