Know-How Exchange : Taglines/Names

Initials are so impersonal these days, and people may not "get it." Plus, "ETA" just calls to mind late arrivals, etc.

Emerald suggests so man other things, like the gem, and green, and other more positive associations. OBvious, maybe, but tricky usually doesn't work. People aren't looking for real clever and subtle; they just have to "get it."

Vacations that shine.

Grin with the green.

Precious vacations.

Because vacation time is precious.

Make your vacation a jewel.

For a gem of a vacation.

My recommendation would be to not try to be so clever and focus instead on the most important benefit you deliver to your clients. If you can communicate that benefit in your tagline, you'll be much better served than if you come up with some "clever" play on words or initials.

Start by identifying the specific target audience you're trying to reach. (The more narrowly you can define it the better.) Then determine the most important unmet need for that audience and how you address that need. Use what you uncover to form the basis for your tagline.

This is pretty much the process used at Taglines R Us.

If this is really important for you, you probably need outside professional help. Taglines are more important than most people realize, as they express the unique value proposition of a company and often have a central role in positioning the brand/company in the minds of the target audience.