Question

Topic: Taglines/Names

Urban Bakery/cafe Taglines

Posted by Anonymous on 11/17/2010 at 4:10 PM ET 250 Points
I am an advertising student in an art direction class this quarter. Our project is to come up with a name, tag line, website and full add campaign for a bakery. So here is the concept we came up with:

Name: Phresh

Concept: bakery/coffee shop/internet café/spoken word, dj's and other live music. First and foremost we are a bakery that makes sandwiches with our fresh bread and serves homemade sweets. Additionally we are an internet café and place for the community to converge. There will be differing nights of spoken word, dj's and other live forms of entertainment. The location is downtown, the decor is urban chic and the customers are hip.

What I am looking for: A tag line for the bakery that is witty and slick and somehow makes use of words that might even be considered urban slang yet still acceptable to the masses.
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RESPONSES

  • Posted on 11/17/2010 at 4:45 PM Accepted
    From a marketing standpoint, since the name is "sassy" and lifestyle-ish, the tagline should probably be "straight" and tell folks what you do, why they should buy, and/or how you're different from (and better than) the competition.

    If you were my client, I'd be recommending something like "Great Food. Great Company," or "[CityName]'s Best Cafe and Bakery."
  • Posted by Gary Bloomer on 11/17/2010 at 5:29 PM Accepted
    Dear Tracy,

    You are not going to like what follows, but trust me: it's for your own good.

    I have ignored your request for a tag line for your project. In its place I have some solid advice that, if you are wise, you will take to heart and act upon without haste.

    You might want to rethink your question. Here's why:

    Your professors read this forum. Crusty, bad-tempered, over-worked creative directors (meaning, people like me) read this forum. And, once your name is listed on this forum, it's there for good because Google loves this site. This means that your name ... and your question above ... will show up fairly high up in future search engine rankings.

    Bear with me. This response has a point and it's a point that is designed to save you from a world of pain.

    Imagine the scenario a few years down the road: you are looking for a job, you apply to my ad agency and design studio for the position of art director. I Google your name and I find your name listed in this forum and see that you're, in essence, farming out your creative thinking.

    Does this impress me? Does it make me feel all warm and fluffy? Does it warm me to your skills.

    No. It does not.

    What do you think might happen to your résumé once
    I, or any other creative director has read your question above? What do you think might happen to your chances of being hired on your merits?

    Sorry to burst your bubble on this one Tracy, but if you're going to get ANYWHERE in your career as a creative, you MUST get into the habit of doing your own creative thinking and strategizing. Tiresome, I know, but creatives are hired
    for their ability to create, not for their ability to farm out
    their thinking. That's the way the creative world works.

    Trust me on this. I've been doing this for a LONG TIME and believe it or not, by spending time on your question in this way I am trying to help you.

    It took me almost 15 years to get to the position of creative director and that was 10 years ago. When it comes to creative work, I've seen a great deal—both from direct reports, from clients, and from students and it takes a lot to impress me.

    What might your reaction be if your were a professor
    and one of your students farmed out their work? Would
    it impress you? I don't think it would and were I your professor, I'd fail you.

    As an advertising student in an art direction class it is your
    job to come up with your own answers, it's not the task of contributors to this (or any other) forum.

    Again, here's why:

    As a student, NOW is the time for you to be developing your strategic insight, NOW is the time for you to be pushing the creative boundaries, NOW is the time for you to be showing how well you can solve a creative problem.

    This means you doing some thinking, making some connections, and showing your creative director that not only are you worth hiring, but that you're good at what you do and that you can be trusted to deliver original, thought-provoking, creative work that drives sales.

    So, I suggest you REPOST your question so that it says something along the following lines: "This is my project, this
    is what I've got to do, these are the ideas I HAVE come up SO FAR. What do people think of my strategic thinking? Given my target audience, might these ideas be worth pursuing, and if not, what do people advise?

    See the difference?

    I also suggest that you throw yourself at Carrie's mercy and that you BEG for your question (above) to be stricken from the record. I also suggest that you redefine the make up of your ideaL customer because alas, customers are not simply "hip".

    They are urban professionals, ages 20 - 45, they are health conscious coffee drinkers that prefer Fair Trade coffee. They have X dollars in terms of disposable income, they work within X number of blocks; in surveys X percentage of them have shown interests in A,B, and C.

    I hope this helps. Now, go and do some work and hope that others—some of whom may just be a little more cutting—have not posted answers to your question ahead of this one.

    Gary Bloomer
    Wilmington, DE, USA





  • Posted on 11/17/2010 at 6:59 PM Author
    Mr. Bloomer,

    I guess in the interest of time or maybe just in haste, I didn't explain myself and my position enough for "my own good". I also didn't share the ideas that myself and my group had already come up with. That being said, I do understand where you are coming from and will take the time to explain myself now since you have so kindly taken the time to type your well thought out post—and I do honestly appreciate that.

    I take INSPIRATION from posts and comments of others. IMO it's just like looking up well known quotes or reading a book or listening to a song or conducting a focus group for INSPIRATION. I realize the power of the web and that everyone, including my professors, might read my posts. In fact, several of my professors have commented on my requests for INSPIRATION on my FaceBook page for this particular project. My last request for INSPIRATION on this project went something like this:

    "I have a class project and I need help with it. I want to know your favorite hipster saying is."

    The one before that went something like this:

    "I have a class project and I need help with it. What is your favorite commercial rap line"

    I am not looking for anyone to do my homework for me. I have a very creative mind and I LOVE to brainstorm. I also LOVE social media and leverage it for pretty much everything I do—in essence making it kind of hard for me to be "sneaky" or have a forum do my homework for me. I guess the fact that I have in a way touted how much I use social networks and forums, I should have realized that there is always someone ready to jump on their soap box and thought out my original post a little more to include the sentence "I am looking for INSPIRATION for my class project".

    I hope you understand my position and intent a little better. Now I will post some of our group ideas:

    Wake up and smell the beats
    The Jam Spot
    Fresh Eats. Fresh Coffee. Fresh Beats.
    Get Your Eat On. Get Your Beat On.


    Thanks for your time.
  • Posted by Gary Bloomer on 11/17/2010 at 9:07 PM Member
    Dear TracyATL,

    Thank you for responding.

    I respect the fact that you're willing to discuss your point of view: many students won't or can't take the time to fill in the gaps, or to defend their position, so well done.

    With the best will in the world, I do not have, nor do
    I ever use a soap box. Bear in mind that I have only your question, and similar questions from lots of other students, to go on. Hence my position above. And yes, now, your position is clearer.

    When it comes to marketing, witty and slick—although seemingly required, are not always the best selling strategies. I used to think that the work was all that mattered. That winning awards was what the business of advertising was all about. But the truth is that the creative work must, in the long run, sell the goods, services, and products in question.

    By all means, flex a lot of creative muscles and carry
    on brainstorming. But also keep your eye on the other ball, the one that's so often overlooked in the world of advertising: that creative work will only take the agency, and the creative team, so far. But that ultimately, someone somewhere on the client side will need to sign off on the ads and that those ads must also sell.

    Of the tag lines you've got above, "Fresh Eats. Fresh Coffee. Fresh Beats." might well be the strongest.

    I hope this helps. Good luck with your project, and if you'd ever like to brainstorm off forum, let me know.

    Gary Bloomer
    Wilmington, DE, USA

  • Posted by Jay Hamilton-Roth on 11/18/2010 at 8:00 AM Accepted
    Eat To The Beat Of The Street
    Feed Your Body And Soul
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