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Taglines or braglines

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presentation on art of taglines , slogans , brag lines ,related to brand management . how taglines describe the product or the brand in itself

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Taglines or braglines

  1. 1. B<br />R<br />A<br />G<br />L<br />I<br />N<br />E<br />S<br />T<br />A<br />G<br />L<br />I<br />N<br />E<br />S<br /> adapted from <br />Chris Davenport article<br />Ppt Compiled by <br />Vikas Jain<br />IInd MBA <br />Pondicherry University<br />or<br />The World’s Favourite Airline”<br /> the world’s local bank<br />just do it<br />The best a man can get<br />Connecting people<br />
  2. 2. Introduction<br />Slogans have shifted from the battlefield to the business world. These two arenas aren’t so different . In fact, the similarities are uncanny: <br />You’re talking to a horde of people but you’re limited by how loud you can shout (budget) <br />
  3. 3. used to sum up a company or product’s premise, ethos, or difference that is memorable for audience<br />TAGLINE <br />They can educate, stimulate, provoke, promise, invite, demand, dare, irritate, and inspire<br /> a succinct and highly visible way of communicating a change in direction for a company <br />
  4. 4. How does a slogan, or a tagline help companies deal with their rivals and attract customers?<br />What’s the secret to getting it right, and what perils lay in wait for those that get it wrong?<br />
  5. 5. Beauty is balance<br />Get the message right<br />Don’t just talk about it , be about it<br />We are the category<br />Its getting better<br />You&apos;re great (we can make your great) <br />Join us<br />What happens next<br />Best practice suggests that there are only a handful of archetypal messages that have made successful slogans <br />
  6. 6. Beauty is balance<br />-a name and a tagline doing exactly the same job.<br /><ul><li>Simple,
  7. 7. Memorable
  8. 8. Compelling</li></ul>Beauty <br />is balance<br />British Airways –<br />“The World’s Favourite Airline”<br />HSBC Bank<br />“ the world’s local bank” <br />
  9. 9. Get the message right<br />-the vast majority of successful companies taglines fall into one of the two.<br />Seize the day<br /> - concept has resonated throughout the ages <br /> - seizes upon mortality with positive urgency, encompasses everything<br /> -slogans which use imperatives fit here <br />e.g. Nike – just do it<br />
  10. 10. You want people to think it,<br /> so say it.<br />Gillette-<br /> “The best a man can get.”<br />2.We are the greatest<br />
  11. 11. Don’t just talk about it, be about it<br />It’s not bragging if<br /> you can back it up<br />” <br />
  12. 12. We Are The Category<br /><ul><li>This claim leaves no room for the competition.
  13. 13. They often appear innocuous, but they aggressively annihilate the opposition by not even acknowledging their existence </li></li></ul><li><ul><li>Standing for improvement encourages improvement, and doesn’t invite any criticism for being arrogant. </li></ul> Tesco’s consumer championing “Every little helps”<br />It’s getting better<br />
  14. 14. You’re great (we can make you greater)<br /><ul><li>“Me” is less interested in how good the company thinks it is, and far more interested in “me”. </li></ul> Maybelline’s “Maybe she’s born with it.” <br />
  15. 15. <ul><li>effective for brands that are trying to accentuate their collaborative side.
  16. 16. simple invitation, suggesting warmth</li></ul>and openness <br />Join us<br />The most elegant example of this is Nokia’s<br /> “Connecting people”<br />
  17. 17. What happens next<br /><ul><li>This is the crystal ball of taglines.
  18. 18. claims a position of prescience, omniscience by predicting the future and telling you what to expect </li></ul>E.g.Orange<br />“The future’s bright.” <br />
  19. 19. Besides these…<br /> Besides these categories a few more seem to<br /> have taken their space despite their variations.<br />
  20. 20. <ul><li>functional slogans</li></ul> -product-specific claim<br />e.g. Ronseal<br /> “It does exactly what it says on the tin.”<br />
  21. 21. conclusion<br />Repeat<br /><ul><li>Once you’ve written it, broadcast it mercilessly.
  22. 22. the more people hear the more they’ll remember. But crucially, the more they’ll repeat it themselves. </li></ul>E.g. “Yabba-dabba-do,”<br />

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