Know-How Exchange : Taglines/Names

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

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.