Know-How Exchange : Taglines/Names

Okay: whilst imaginary, the idea is that you'll do something realistic with your company. Personally I'd prefer it if you actually started a very small company and did it for real - that way you'd learn 100x more!

Never mind that - the process is the same in either case, especially at this stage. This is to try and make this series of answers worthwhile before the moderator closes it with the statement that "the things we do are more worthwhile". Because being at uni is tough, and the questions you're handed are vague and impractical - and when you're out in the real world it's very easy to forget just how difficult it was to work out an approach to them.

You have a company - and you need to arrange some marketing for it. The easiest place to start is with what your best kind of customer likes that you do. Because they're your better class of customer, they like the things you do best - it is a synergy that is both real and profitable. Think: what do they want of you - in this case, decorative pastry (in whatever form this takes). I'm imagining something like the Danish Bakery in Bangkok that was our weekend haunt. We went there because it had lots of space, great food and a wonderful atmosphere. What would appeal to me that you make? What would you say to me to encourage me to come again?

Work backwards from there - and by and large, marketing is all about running economics backwards - and you have the framework of a strategy. It seems simplistic, it's darned hard to do because there are so many intangibles. Which is another problem with you having an imaginary company - with a "real" one you could test these things using Google Adwords and other direct marketing techniques. In other words, letting your prospects and customers make those all-too-tricky decisions for you! They'll take an intangible and give you real hard data in return that can make decision-making easy.

Now you haven't got a tagline yet - and taglines when tied in with a genuine USP - or an imaginary genuine USP in your case ;-) - are explosive. They aim directly at your better customer and offer them something concrete that they value in words they understand.

Taglines -


Pastry Decor - specialist pastries for dazzling parties
Pastry Decor - colouring your gatherings with beautiful food

and one silly since the whole thing's imaginary

Pastry Decor - painting your pastries your colour ;-)

Get back in touch with us, let us know your ideas and the moderator might just condone us for a change. Dismissing students with a cut-and-paste response was the kind of dismissiveness I got at uni during the vacations. It does nothing to inspire a student's future engagement with the professionals here on the forum.

Why do you think you need a tagline?

What do you think this element will do for your (imaginary) customers?

What REAL problems may these imaginary customers have?

Instead of a made up company, why not create a real company that solves a real problem?

Delicious And Beautiful Desserts

What does/will the company do? Who is the primary target audience? Where? What unique and important benefit should your target audience expect? These questions are really important if you want a tagline that will be meaningful. If that's not what you want, then any nonsense tagline will be fine. You'll never know if it was any good anyway.

1. Craving Solutions
2. Feed your happiness ( emotional benefit- Sweet= Happiness)
3. We are best in town
4. They call us " Delicious Queen"

I misread Pastry Decor as Pasty Decor and thought you were selling whitewash...

Fanciful Fondant Fancies

Imaginative Icings and Fabricated Frostings

Do you believe in fairy cakes?

From the land of cake-believe...

I think that your business name speaks for itself! It's a great name!