Topic: Taglines/Names

Difference Between A Tagline And A Slogan?

Posted by Anonymous on 250 Points
Hi! I'm a health care provider but would like to try my luck in the business world. To start off, please compare and contrast the difference of a "tagline" and "slogan". I need your expert pieces of advice, opinion, words of wisdom or whatever you may want to call it. Thanks in advance!
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  • Posted by Gary Bloomer on Accepted
    Dear Katrina.ix,

    What a great question! Here's my humble two cents' worth.

    I think generally, the thing referred to as a "tag line" is a phrase
    or word that paints a meaningful benefit-like picture of your company, service, or product.

    In a nutshell, meaningful taglines have presence. They command attention, and sometimes, they even command respect.

    This means they often become deeply rooted to the notion of the brand: the way the use of the product or service makes the person using it feel.

    A truly great tag line makes an emotional and often deeply etched connection with people, sometimes with whole generations, such as Coca Cola's "It's the Real Thing".

    Likewise with a product name that becomes an accepted part of everyday language: In the UK, people don't vacuum their carpets, they hoover them. Here in the US, people don't make photocopies, they xerox something.

    What separates a tagline from a slogan?

    Tag lines often become part of society. They're often deeply enmeshed with any given brand. Whereas slogans tend to whip to and fro in the wind of change, as and when your marketing changes.

    What I mean by this is that two or three ad or marketing campaigns could use different slogans, but could be bound together corporately under one tag line.

    Tag lines endure. They tend to last. Slogans are often more disposable. The problem is that many people interchange the two and mix them up.

    Anyway, that's my take on things. Other answers could totally disagree with me. But either way, I hope this opinion gives you food for thought.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by mgoodman on Accepted
    I think Gary has captured the essential difference. Taglines, in conjunction with the brand name, express the unique positioning benefit.

    As an expression of the positioning, a tagline doesn't change very often, if ever. A good positioning can and should last for decades ... often the life of a brand. (Think about Avis's "#2/we try harder" tagline.) They transcend advertising campaigns and product line extensions, improvements, package changes, and all the other things we do to strengthen brands.

    Slogans, on the other hand, tend to change every few years or seasons ... along with campaigns ... "I'd like to buy the world a Coke" or "Look Ma, no cavities."

    Hope this helps.

  • Posted on Author
    Thank you so much Gary, mgoodman, Phil and Anna for taking the time to answer my query. That question had been bugging me for quite some time now.

    I already have a business name in mind. "Skin in the City"...An online shop for beauty products. Still contemplating about what tagline to use. How about "Skin care with Attitude"?
  • Posted on Author
    My warmest thanks also to BARQ for the enlightenment.
  • Posted by Jay Hamilton-Roth on Member
    By repeating the word "skin" you're not clarifying what benefit you're offering your client ("what does ...with attitude" mean?)

    How about: To Skin With Love (as a business name)?
    Tagline: Enhancing Your Natural Beauty Outside-In

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