Tool No 29: Tagline
HOW? You are a marketing director, tasked with coming up with a one-liner for a new advert for your project, idea or department. What slogan would you go for?
“Ideas worth spreading”, “Act before you’re ready”, “Attitude with gratitude”, “Getting things done”, “More than one solution”...
The tagline is the one-liner’s cheeky cousin. It is a short, creative and often whimsical version of the core statement. While the one-liner must include all aspects of your core statement, the tagline gets away with concentrating on one aspect, playing with meaning and making the language and content more memorable.
The latter is the primary purpose of the tagline: to make the audience remember what you said. A tagline is a smart and often humorous way of reiterating your core statement. Humour helps to prolong the life of the tagline.
A good tagline can start or end a presentation, elicit a smile and lighten the mood. Or it can be used as email signature, like when we added the tagline “Tomorrow’s production starts today” to the core statement “Accelerating future production”.
