Tag-lines are out. Benefit-lines are in!

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Remember those nice fancy Brand 'Tag-lines'? And how they rang in our minds?

Well, I believe that that concept of selling dreams and aspirations of brands via 'airy fairy' creative lines ( aka Tag-lines) is dead and gone.

Today's brands speak the truth and tell you how they BENEFIT you. And hence, the way they describe themselves is via 'Benefit -lines'.

Enjoy this point of view!

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  • Tag-lines are out. Benefit-lines are in!

    1. 1. ‘Tag-Lines’ are OUT‘Benefit-Lines’ are IN By Alok ‘Rodinhood’ Kejriwal
    2. 2. Some awesome ‘Tag-Lines’of famous Brands!
    3. 3. BMW
    4. 4. NIKE
    5. 5. AVIS
    6. 6. Cadbury (India)
    7. 7. Raymond (India)
    8. 8. A famous ‘Tag-Line’that MADE a Brand very successful!
    9. 9. De Beers became famousbecause of its ‘Tag-Line’!
    10. 10. And a ‘Tag-Line’ that has always made me laugh!
    11. 11. AuntieAnne promises to ‘Spoil your Dinner’
    12. 12. The past is past.Here are some new ‘Benefit-Lines’ of the future...
    13. 13. Facebook
    14. 14. Twitter
    15. 15. Linkedin
    16. 16. Foursquare
    17. 17. The point being made?What Tag-Line Benefit-Line In the present and for theThe Period Of the past future Today, Brands sellThe Reason Brands were sold as dreams. utility and usefulness. Tag-Lines told the story. Benefit-Lines explain that.The Meaning Nebulous, Airy Fairy, Direct & No- Nonsense. Emotional. ‘WYSIWYG’. Helps explain and gently Could help sell a brand on proposes what the brandThe Benefit aspirations, dreams, sentiments, impulse. ‘could’ do for you. It’s genuine. Can confuse, alienate Zero risk. It’s a simple statement of intent &The Risk consumers. Can’t be changed usefulness that can be easily. changed easily.
    18. 18. Conclusion• Don’t waste time creating ‘Tag-Lines’.• Instead, build great products and services.• If your consumers need a nudge to understand what you are offering them, just explain it in plain words as a ‘Benefit-Line’.• Say what you do. Don’t say what you ‘may’ do.• And never, never, say what you can’t do (don’t listen to the ad agency if it tries to sell you crap!).
    19. 19. Of course, there willbe exceptions ... even in the future!
    20. 20. Wordpress
    21. 21. The Me-Slide! I am available on: e-mail - alok@rodinhood.com Facebook - facebook.com/rodinhood Twitter - @rodinhood Blog - rodinhood.com Personal social network -therodinhoods.com If you have counter viewpoints, opinions, ideas, etc., send them to me. I will be happy to review them and add them as comments/ reactions to this ppt!

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