Question

Topic: Taglines/Names

Catchy Tagline Needed

Posted by Anonymous on 7/15/2008 at 2:41 PM ET 250 Points
I have a client whose primary product line is medical scrubs. In addition, they have an extension of the company that focuses on corporate and restaurant apparel.

They would like to add something to the back of their business card that would be catchy and says "we do more than scrubs"

Currently it reads:
more than just scrubs...
Corporate and Restaurant apparel.

I'm struggling because the client wants something fun and catchy. I think its more confusing because she uses two different business cards and names so the clients she's marketing to may not even know she does medical scrubs.

So... I am looking for your creative thoughts on optional phrasing.

Thank you!
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RESPONSES

  • Posted by Frank Hurtte on 7/15/2008 at 3:14 PM Accepted
    Outfitting Medical, Food Service and Corporations around the globe
  • Posted by Tracey on 7/15/2008 at 5:09 PM Accepted
    Is there anything that differentiates this company/brand? Selection, quality, price, service? And is there a possibility that they will ever go into more industries (hotel/resort, for example)? It may make sense to have a tagline that focuses on your differentiating characteristic and "uniforms" as opposed to specific industries.
  • Posted on 7/15/2008 at 6:18 PM Author
    I wanted to clarify that the company actually run under two different names. So the scrubs is one company and the uniforms is under another company name. Both are very similar.

    The back of the business card for the uniform portion is an offer for discount on digitizing of the customers logo. We've tested this on the back of the scrub business card with two different offers and hands down the digitizing has pulled the best. This also is a way when our outside sales people are out and about hitting the pavement they can flip it over and encourage them to hold onto the card. It's worked extremely well.

    Hope that helps to clarify that the two companies are marketed independently and that is why I have been struggling to come up with something on the back. The folks who get the uniform card don't see anything tied to scrubs and vice-versa. The one thing that does happen is if they call into the store they get the scrub store name not the uniform.

    Thanks -
  • Posted by Kevin McIntosh on 7/15/2008 at 8:03 PM Accepted
    From the operating room to the boardroom.

    From medical to food service, we've got you covered.

  • Posted by Jay Hamilton-Roth on 7/16/2008 at 9:30 AM Accepted
    Uniform-ly Great Options
    Scrub Your Old Uniforms
  • Posted on 7/16/2008 at 4:21 PM Accepted
    I'm a bit puzzled. Why would they want to promote the scrubs business to the restaurant uniform customers? It doesn't seem as if they would overlap. I also think a customer calling for uniforms who hears the name of a scrub company would be confused, and think they had dialed the wrong number. Shouldn't there be two numbers?
  • Posted on 7/17/2008 at 1:58 PM Accepted
    Phil's got the answer-- separate brands (assuming the company is actually serious about extending their product lines, not just experimenting a bit).

    When you ask for a catchy tagline, you're asking essentially to position a brand. And, a brand's power is in its focus. Or conversely, (as brand guru Al Ries puts it), brand power is inversely proportional to its scope. The more you ask that your brand represent, the weaker it becomes. If Avis wanted to use it's facilities as leverage to capture moving van rentals (never mind logistical matters), they would be ill-advised to do it under their current name. Likewise with uniforms.

    Your client is thinking in terms of selling merchandise. Anyone marketing the stuff should be thinking like the customer. No one wants to be sold anymore. Rather, people decide to buy, and they do so based on the value they percieve in brands. Create separate, relevant names, tags, websites, etc, for such highly distinct products.

    The tags will depend on the name and point of difference.

  • Posted on 7/17/2008 at 10:55 PM Accepted
    Need a Uniform? We got you covered! Corperate, Medical, and Resturant apparel specialists.
  • Posted by itsallaboute on 7/20/2008 at 5:08 PM Accepted
    Use an offer to get the message across:

    Ask about our Restaurant & Corporate Apparel Division and get 5% off next order.
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