Question

Topic: Taglines/Names

Better Xxx, Better Yyy – Is It A Good Idea ...?

Posted by Anonymous on 8/29/2010 at 5:37 PM ET 250 Points
Hi there,

I'm running the kitchen cabinets company in Europe.
We prepared a new offer, a bit different than our competitors.
When we are making a kitchen project we point out a few things
1. Kitchen zones – its not new, but no one shows it when making a project (dynamicspace.com – you can see what are the kitchens zones)
2. Suggestion on what things keep in cabinets, so the work in the kitchen would be more comfortable.
3. Functional tips – something similar to https://www.rubyss.co.uk/what-we-do/kitchens?phpMyAdmin=54f7c08a188c79751ed...
4. Feng-shui tips.
All this things are shown on the printed projects

Generally our projects are better.

Is it a good idea to use this tagline:
Better project, better kitchen.

Papa Johns is opening the first restaurant in our country this year, and I have some doubts.
Dont know if its good idea to change their tagline and put it in different business.
Wouldn't it be lame ?

sorry for my lousy english ;)

Best regards Chris
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RESPONSES

  • Posted by Jay Hamilton-Roth on 8/29/2010 at 7:46 PM Accepted
    Chris - I'm not a fan of "Better project, better kitchen". It doesn't say what makes your company's offering "better". Instead, consider: "Fall In Love With Your Kitchen" or "We Know The Secrets Of Great Kitchens". The first tagline focuses on the customer's need to love the result of the work, while the second promises that your kitchen projects will be great (and there's a secret to it).

    However, if your company already has a tagline, and it's working, why change it? Perhaps instead of a tagline, you need a headline for your new offer. If so, either of my suggestions could work for you.
  • Posted on 8/29/2010 at 8:01 PM Accepted
    The word "better" is a throw-away. It is non-specific and can mean almost anything. If you have a specific comparison it can work. Example: "Audi cars are better than Mercedes-Benz cars when it comes to gas mileage." But to just say "better" without a standard of comparison is a waste of time/effort/space.

    If you want to make a claim, figure out how and why your product or service delivers a unique benefit to your target audience and then express it in a way that is explicit.

    "My father is stronger than your father." Not "My father is better."
  • Posted on 8/30/2010 at 4:16 AM Author
    Jay Hamilton-Roth
    "However, if your company already has a tagline, and it's working, why change it? Perhaps instead of a tagline, you need a headline for your new offer."

    No, we dont use that better, better tagline. I have some doubts becacuse of the Papa Johns tagline. I dont know if its a good idea to change it and use in a different business.


    I know very well that "Better" means nothing or it can mean many different things depends on product/service.
    But the key is to create a category named "better projects" (maybe better planning) and advertise the things i wrote in the first post. Just like what Papa Johns did with the pizza market. They created the new category - "better pizza", because of 4 things:
    * Hand-Tossed Original Crust
    * All-Natural Sauce
    * Fresh Vegetables
    * Real Meats & Cheese
    (you can read about it here https://company.papajohns.com/about/pizza_story.shtm)

    This tagline would define our brand and our place in the mind of the customers.

  • Posted on 8/30/2010 at 12:59 PM Accepted
    From a consumer standpoint, "better pizza" means it tastes better and/or it is more satisfying. All those features you list are just features, and they don't necessarily make the pizza "better" in the minds of the folks who count -- the customers.

    Get to the ultimate benefit as perceived by your customers, and express THAT in a compelling way. Features don't sell products. Benefits do.

    Pizza consumers don't care if it's hand-tossed or not, or whether the sauce is all natural (Aren't they all?) or not. They want pizza that tastes great and satisfies their need for a hearty, flavorful lunch/dinner. If "better pizza" doesn't taste better, give me the old-fashioned kind that lacks all those features and just tastes like great pizza.

    What's the equivalent in YOUR business?
  • Posted on 8/31/2010 at 4:06 PM Author
    in case of my company we're going to put more thought into the day-to-day functionality (those methods i wrote in the first post will let us show it directly to the customer) of the kitchen, and use that to influence the overall design.
    So whats the benefit from your pov?

    and the pizza example..
    its the same thing u wrote about cars, u cant say its better without standard of comparison... so why they are so successful with their positioning? (the key moment in their history was that tagline)

    "What's the equivalent in YOUR business? "
    equivalent of what?

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