12.17.07

Taglines: the Good, the Bad, and the Ugly

State Farm: The Widows and Orphans' Friend.
This one makes it sound like your insurance man is going to move in on your family once you’re dead.

Rite-Aid: With us its personal.
Really makes you reconsider transferring your prescriptions away from them.

Stillwell Ford: We put people in front of cars.
One of the classic bad taglines – it was actually used for quite a while.

On a related note, oftentimes people ask me about a “slogan,” and I usually discuss getting them a “tagline” instead. So, what’s the difference? According to Wikipedia,  a slogan is a memorable phrase used as a repetitive expression of an idea or purpose. The word "slogan" comes from sluagh-ghairm (pronounced slua-gherum), which is Gaelic for "battle cry."

Generally, a slogan changes depending on your current marketing campaign. A tagline is a more permanent phrase that’s more closely allied visually with your logo.

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