Question

Topic: Branding

Key Message Statement

Posted by Anonymous on 3/31/2013 at 11:54 PM ET 25 Points
Is there a difference between a Key Message Statement and a Tagline? I'm confused with the similarity between the definitions on the two concepts. Please explain mto me if there is a difference.
Thank You.
Hiranthi
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  • Posted by Moriarty on 4/1/2013 at 3:36 PM Accepted
    The difference is largely academic. Some people use one form of language to describe a tagline as others. More important is to understand the concept of a tagline/key message and what it should do for you. That is to say, it should communicate something of your business to those who are in doubt. It should tell your customers why they should choose you - and not your competition!

    Focus on what your clients see and many of these academic definitions become irrelevant.
  • Posted on 4/4/2013 at 12:01 PM Member
    From a seasoned copywriter: Think of the key message statement as the body copy for the themeline. Usually the key message statement is developed first, and out of that comes the themeline/tagline.
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