Question

Topic: Taglines/Names

Tagline Dilemma

Posted by Anonymous on 2/22/2014 at 4:50 PM ET 250 Points
I am starting a niche luxury line of bath and body products and wanted a tagline which is basically tells people what 'hedonista' ( the brand name) is about, whats our philosophy and why we are in business...I dont want it to be product or category specific. Now the 2 options I have are:
1) Me time
2) for the love of beautiful things
Now both of these cover an aspect of the brand but which do you think has a larger, all encompassing meaning which is evocative and sticks with you. Or if you have any ideas they are surely welcome.
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RESPONSES

  • Posted by Moriarty on 2/22/2014 at 5:02 PM Accepted
    Taglines - just as with any outreach (advertising, copywriting, marketing, social media - you name it) is about engaging your customer. It's not about you speaking to them, it's about listening, having a giggle and getting to know each other.

    So what is it about Hedonista that they'd like? Is it "me time" which is much more engaging than the rather bland alternative. The problem is that would their need for "me time" correspond to what you're offering?

    If you'd like alternatives, Saul Dobney and myself are the tagline merchants on this block. Just give us a few hints and you'll have our tails wagging.
  • Posted by Gary Bloomer on 2/22/2014 at 6:18 PM Member
    #2. It's a choice. It's only a dilemma if each direction is equally disagreeable.
  • Posted by Jay Hamilton-Roth on 2/22/2014 at 6:54 PM Member
    Of the 2, #2 is better. But even better in my opinion would be to clarify what you're offering (since "for the love of beautiful things" can apply to art, clothing, architecture, etc.) - for example "Bathe In Beauty".
  • Posted by saul.dobney on 2/23/2014 at 12:41 PM Member
    Pure Indulgence

    The Beauty of Love

    Pleasure Yourself / Indulge Yourself

    Pleasure is it's own reward

    Love your body

    Devote your time to Pleasure
  • Posted by mgoodman on 2/23/2014 at 3:26 PM Moderator
    Without some hint of what it is you're selling, the end-benefit you are promising is likely to seem too ethereal.

    So high marks for focusing on an end-benefit, but I think you need to let your target audience know how you are delivering the promised benefit. Otherwise they might think you are a fitness center, or selling fine art, etc.

    (See Jay Hamilton-Roth's post above.)
  • Posted by GregM on 2/24/2014 at 12:17 PM Member
    distinguished self indulgence - as the tag line
  • Posted by mgoodman on 2/24/2014 at 1:23 PM Accepted
    With all due respect, what is "obvious and uninspiring" to you doesn't really matter in this case. Ditto for what YOU feel about brand alignment and what makes for a strong brand. What matters is what your target audience does and thinks about your brand, and how likely they are to purchase it.

    A strong brand is one that your target audience understands and identifies with. And it includes much more than the name or tagline. It's what's in people's minds. It includes everything in their experience that relates to the products and services you provide. It includes factual data (like features), and benefits, and end-benefits and emotional reactions (that are not always rational).

    "Indulging in me time" might be OK if the name gives some clue about WHY the brand delivers that indulgence. Is this a weekend escape? A visit to a museum? A spa? Delicious food? Wine? All of those could be considered indulgences and ways to enjoy some "me time."

    Why not "Hedonista Bath and Body?" Then the tagline you're suggesting begins to make sense.
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