{"rowid": 44, "title": "Taglines and Truisms", "contents": "To bring her good luck, \u201cwhite rabbits\u201d was the first thing that my grandmother said out loud on the first day of every month. We all need a little luck, but we shouldn\u2019t rely on it, especially when it comes to attracting new clients.\n\nThe first thing we say to a prospective client when they visit our website for the first time helps them to understand not only what we do but why we do it. We can also help them understand why they should choose to work with us over one of our competitors.\n\nTake a minute or two to look at your competitors\u2019 websites. What\u2019s the first thing that they say about themselves? Do they say that they \u201cdesign delightful digital experiences,\u201d \u201ccraft beautiful experiences\u201d or \u201ccreate remarkable digital experiences?\u201d\n\nIt\u2019s easy to find companies who introduce themselves with what they do, their proposition, but what a company does is only part of their story. Their beliefs and values, what they stand for why they do what they do are also important. \n\nWhen someone visits our websites for the first time, we have only a brief moment to help them understand us. To help us we can learn from the advertising industry, where the job of a tagline is to communicate a concept, deliver a message and sell a product, often using only a few words.\n\nWhen an advertising campaign is effective, its tagline stays with you, sometimes long after that campaign is over. For example, can you remember which company or brand these taglines help to sell? (Answers at the bottom of the article:)\n\n\nThe Ultimate Driving Machine\nJust Do It\nDon\u2019t Leave Home Without It\n\n\nA clever tagline isn\u2019t just a play on words, although it can include one. A tagline does far more than help make your company memorable. Used well, it brings together notions of what makes your company and what you offer special. Then it expresses those notions in a few words or possibly a short sentence. \n\nI\u2019m sure that everyone can find examples of company slogans written in the type of language that should stay within the walls of a marketing department. We can also find taglines where the meaning is buried so deep that the tag itself becomes effectively meaningless.\n\nA meaningful tagline supports our ideas about who we are and what we offer, and provides a platform for different executions of them, sometimes over a period of time. For a tagline to work well, it must allow for current and future ideas about a brand.\n\nIt must also be meaningful to our brand and describe a truism, a truth that need not be a fact or statistic, but something that\u2019s true about us, who we are, what we do and why that\u2019s distinctive. It can be obvious, funny, serious or specific but above all it must be true. It should also be difficult to argue with, making your messages difficult to argue with too.\n\nI doubt that I need remind you who this tagline belongs to:\n\n\n\tThere are some things money can\u2019t buy. For everything else there\u2019s MasterCard.\n\n\nThat tagline was launched in 1997 by McCann-Erickson along with the \u201cPriceless\u201d campaign and it helped establish MasterCard as a friendlier credit card company, one with a sense of humour. \n\nMasterCard\u2019s truism is that the things which really matter in life can\u2019t be bought. They are worth more than anything that a monetary value can be applied to. In expressing that truism through the tagline, MasterCard\u2019s advertising tells people to use not just any credit card, but their MasterCard, to pay for everything they buy.\n\n\u201cGuinness is good for you\u201d may have been a stretch, but \u201cGood things come to those who wait\u201d builds on the truism that patience is a virtue and therefore a good pint of Guinness takes time to pour (119.5 seconds. I know you were wondering.)\n\nThe fact that British Airways flies to more destinations than any other airline is their truism, and led their advertisers to the now famous tagline, \u201cThe world\u2019s favourite airline.\u201d\n\n\n\nAt my company, Stuff & Nonsense, we\u2019ve been thinking about taglines as we think about our position within an industry that seems full of companies who \u201cdesign\u201d, \u201ccraft\u201d, and \u201ccreate\u201d \u201cdelightful\u201d, \u201cbeautiful\u201d, \u201cremarkable digital experiences\u201d.\n\nMuch of what made us different has changed along with the type of work we\u2019re interested in doing. Our work\u2019s expanded beyond websites and now includes design for mobile and other media. It\u2019s true we can\u2019t know how or where it will be seen. The ways that we make it are flexible too as we\u2019re careful not to become tied to particular tools or approaches. \n\nIt\u2019s also true that we\u2019re a small team. One that\u2019s flexible enough to travel around the world to work alongside our clients. We join their in-house teams and we collaborate with them in ways that other agencies often find more difficult. We know that our clients appreciate our flexibility and have derived enormous value from it. We know that we\u2019ve won business because of it and that it\u2019s now a big part of our proposition.\n\nOur truism is that we\u2019re flexible, \u201cFabulously flexible\u201d as our tagline now expresses. And although we know that there may be other agencies who can be similarly flexible \u2013 after all, being flexible is not a unique selling proposition \u2013 only we do it so fabulously.\n\n\n\nAs the old year rolls into the new, how will your company describe what you do in 2015? More importantly, how will you tell prospective clients why you do it, what matters to you and why they should work with you?\n\nStart by writing a list of truisms about your company. Write as many as you can, but then whittle that list down to just one, the most important truth. Work on that truism to create a tagline that\u2019s meaningful, difficult to be argue with and, above all, uniquely yours.\n\nAnswers\n\n\nThe Ultimate Driving Machine (BMW)\nJust Do It (Nike)\nDon\u2019t Leave Home Without It (American Express)", "year": "2014", "author": "Andy Clarke", "author_slug": "andyclarke", "published": "2014-12-23T00:00:00+00:00", "url": "https://24ways.org/2014/taglines-and-truisms/", "topic": "business"}