Question

Topic: Branding

Should A Tagline Be Poetic?

Posted by Anonymous on 5/13/2008 at 6:16 PM ET 250 Points
I have traditionally created taglines that encapsulated the vision of the company -something short, sweet, emotional. I have a new client that restores theatres to create viable communities (end goal) so my thought process was to go down the path of: "revitalizing theatres. restoring communities" --not that per se, but something along those lines, using the key words that we discussed in our brainstorming meeting that described the brand. However they tell me they like things like "the show starts on the sidewalk" and "creative economies" - stuff that is much more cerebral and does not mention the key words that are associated with their brand: revitalization, progress, rebuilding. I understand its the arts so they probably want to imply the end result of the restored theater? Perhaps I did not uncover what I needed to in the brainstorming meeting, or maybe I am just on the wrong path.

How do I explain to them my thinking (or do I?) and what questions do I need to ask to get the information I need to go down the proper creative path. Perhaps I am just confused on the purpose of taglines. I hate to have to meet with them again since I am supposed to be the branding expert. THANKS!
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RESPONSES

  • Posted on 5/14/2008 at 8:36 AM Member
    Hey there Tia,

    Many times I find myself creating tag lines that are two short (two word sentences). Sometimes it is really difficult to convey the emotional and functional in one sentence. Just another avenue to explore..
  • Posted by Vigyan Verma on 5/14/2008 at 8:40 AM Accepted
    Hi Tia,

    Let's take a look at 3 global brands and their (current) taglines

    McDonald's- i'm lovin' it
    LG- Life's good
    Nokia- Connecting people

    The common thread that runs through these large and successful brands is simplicity in expression of a consumer benefit.

    To that extent the response that you have got from your client is broadly on the right lines that you don't have to use 'business' sounding words in your tagline.

    Try to see how the initiative of revitalizing theatres could impact the lives of communities. Jot down or find these out and then create an expression that best captures it. To me this is the key step-listing out the benefits and then making clusters out of it which are in similar genre. Try being as exhaustive as possible when you are listing out the benefits. If there are 5 end beneficiaries/stakeholders, list out the benefits for each of them.
    All the best



  • Posted by Jay Hamilton-Roth on 5/14/2008 at 9:02 AM Accepted
    If the name of the company tells what they do (Anytown Theatre Restorers), then you have more flexibility with the tagline. If in doubt, approach some members of your local Chamber of Commerce and have them be your impromptu focus group (attend a mixer, bring the options, and be prepared to have an interesting conversation).

    Also, consider the tagline: Bringing Theatres To Life.
  • Posted by Tracey on 5/14/2008 at 1:22 PM Accepted
    How about something along the lines of "Restoring communities through theatres" or 'one theatre at a time'? I also like Bringing Theatres to Life. (or Bringing Communities to Life through Theatres... though that may be too long).

    Although the big brands like McDonald's have great taglines, I would hesitate to use them as comparisons, because they have a different audience. The world already knows those brands, so the taglines don't need as much work in saying what they do, so they can be all emotion.

    How familiar is your audience with your brand? If they don't already know who you are and what you do, you've got to explain it, even if briefly, in the tagline.
  • Posted by saul.dobney on 5/19/2008 at 4:18 AM Accepted
    From the audience I would guess they need a tagline that is almost a pithy elevator pitch or motto that they can deliver verbally as well as in writing and that acts as a lead to a bigger discussion. I know it's not the final version, but "revitalizing theatres. restoring communities" and their keywords "revitalization, progress, rebuilding" are stodgy and corporate. Even without knowing the brief, I would say they would want something with more personality and energy.

    I too like "Bringing Theatres to Life".

    Bringing a dramatic improvement to life
    Dramatically improving lives
    Dramatic change
    The Act in Action





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