Your Marketing and Design Reading for The Weekend
There were a couple of points I really wish I could shout. The first is that it is insanely difficult to be succinct. Sometimes I feel like my job is to cross out modifiers and adjectives! But it has to be done.
It is also hard to evoke emotion, even more so in B2B marketing. I like the L'Oreal tagline "Because you're worth it" from a personal standpoint but struggle to develop something as powerful for our business.
Lastly, these amazing taglines weren't introduced when the companies were first started. Rather, it took time to understand what companies stand for, why customers buy and how customers connect with the brands. McDonald's "I'm lovin' it" was launched in 2003 and is still in use today, but the company was founded in 1940.
In a crowded field, the tagline can be all about what differentiates the brand in the category. For example, Lay's is "Betcha can't just eat one." They don't talk about being the best potato chip, but understand their customers. M&M candy "Melts in your mouth, not in your hands," which sets it apart from other chocolates.
Ultimately, this reinforced what I said in our conversations: it takes time, it's not easy and taglines evolve based on the market segments served. This is what we came up with:
Affinity Express: Your brand. Multiple channels. Maximum results.
Let me know what you think. In the meantime, have a great Labor Day weekend and like this post if it helped you get out of the office or the house to enjoy the holiday!