Know-How Exchange : Taglines/Names

Karen is asking important questions. Please take the time to answer them ... not just for us, but for you too.

I especially question the statement that "Spartans represents the discipline." It may be obvious to you, or in some cultures or sub-cultures, but to most people (at least in North America), I suspect it raises more questions than it answers.

The problem with that from a tagline perspective is that the tagline will have to explain the word "Spartan." Usually you want the tagline to communicate a benefit or some additional information about what the company delivers. Now we have to deal with "Spartan" too.

I always thought "spartan" meant minimal or scant ... as in " ... a spartan existence." In fact here are a couple of dictionary definitions of the word:

Simple, frugal, or austere: a Spartan diet; a spartan lifestyle.

Marked by brevity of speech; laconic.

If that's the image you want to project, then you probably ought to figure out how that's a benefit to your target audience.

With all respect to my esteemed colleagues, there is a generational gap here.

To young people (and Michigan State Alumni), Spartans were great warriors. Sure, they may have lived a Spartan live without any luxuries, but they were the best-of-the-best. So, I think it works as a name if your target audience, your logo, and your tagline support this message.

Also, in an age of increasing internet attacks and a need for hardened application development, Spartans is a great name. Who better to fend off an attack than the world's greatest warriors.

As far as a tag line, you should play off the excellence in security and strength aspects. Either that or whatever your strengths are. A tagline should reinforce your unique value-add. Take that and reinforce your message with it.

I suggest: Excellence in Execution

Best of Luck, JohnnyB.
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If the variations of Spartan is taken into account, and assuming the collective Spartans than possessive Spartan's, the taglines can move in fashions like:

Spartans: Control your Web.

Spartans: Complex Internet. Organized.


First is a simple approach assuming you are cheap too! If you are talking of the complexities etc, the second tagline befits.

ThnQ,

RJ