Know-How Exchange : Taglines/Names

Is this a marketing question? Who is the target audience? What are you trying to communicate to them (in the title)? What action do you want them to take? Why "catchy?"

Other than "catchy-ness," how will you select the title? What criteria will you use to pick the winner? (What makes a title catchy anyway?)

Maximum output? What output do you want/expect? I'm not understanding this, I'm sure. Isn't this a Powerpoint presentation?

Lead...Or Die
No One Cares About #2

Sajeels, when you say "present the leadership position of a brand" - that is rather vague. My job as a marketer is to dig deep and dig hard - and find out what it is PRECISELY that the product or brand stands for.

That nothing else can touch.

It's called a USP - a unique selling proposition. It's one way of describing what's special about the business or product. The thing that annoys my poorer prospects most is that this gets under their armour in ways they find unacceptable. That it is something they do every day, that pleases their best customers makes no difference: they do not like the spotlight being shone on them.

My problem here is that "a brand" could be a motorcar, a chocolate biscuit or a tropical holiday resort.

In each case, the qualities that make it a leader would be totally different. Because a well crafted USP won't just keep your position as leader for five years, it'll do it for an **entire generation**. It did it for Domino's Pizza, it's done it for any number of other companies - but it needs to be SPECIFIC and it MUST speak to your customer. It is the dangerously sharp end of branding.

It's also the dangerously sharp end of profits.

You have been kind enough to respond to the questions posed so far; I would appreciate a little more detail. Just a hint as to whether we are talking travel agencies or garden centres. That will give us enough to sort something out for you that you can refine for yourself.

A global brand? Presented to leadership? And you think "catchiness" is the way to go?

Do you think Steve Jobs ever aimed for catchy?

Please tell me each of your PowerPoint slides does NOT have 6 to 15 bullet points on it and that all you're going to do is read what's on the slides ...

BTW ... just on the QT ... catchiness will NOT give you maximum output for the situation as mentioned above. Sorry. It's simply not going to happen.

Sajeel, you're not giving anyone anything to work with other than we're number 1 for five years. No product type, or category, or brand type or market sector, or geographical area or reason for the brand's success or whether you're leading on sales, share, revenue, profit... . The best we can provide is almost exactly what you've told us:

Brand X. Market Leader for 5 years.