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Hub You - Brandbuilding with Taglines
Localization, in a general sense, means to adapt a particular service to a different culture or many different cultures. It is one of the methods used by businesses to expand into other countries. Localization helps to build trust.The first traces of localization can be seen over fifty years ago when globalization began. Companies coming out of the Great Depression had to build up their reserves and decided to set up branches in other countries. It was impossible to do business in a foreign land without first adapting to the culture. Thus, these multinational companies began reworking their strategies, converting currencies, changing languages in advertisements, etc. - all to attract their target countries.These company strategies worked. Today, almost all big companies are loca
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but they don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a
What do you need to be doing to succeed in life? What traps await you on your path? How much are goals really important? Is it true you can succeed the most in conducting the business you enjoy the most, or is it perhaps better to be doing something else? How to deal with people so that they love you, respect you and at the same time listen to you and follow you? These are just some of the questions most people ask themselves when it comes to success.And every question requires a clear answer if you wish to avoid doubting in your success and so making your path more difficult. But, is it at all possible to find the answers to these questions? And, even more important, are these answers valid for all people in all situations, especially for you? It depends whether you are d
Should you develop a tagline?
The simple answer is yes. All companies should consider using a tagline in their marketing materials and company advertising because taglines deliver the following benefits:
1. Clearly states what your company stands for.
2. Simplifies buying decisions because customers know who you are and what you offer.
3. Differentiates you from competition.
4. Raises brand awareness because taglines are relevant, remembered and often repeated.
5. Provides a shorthand version of your brand promise. How do you develop an effective tagline?
Your tagline should evolve from your branding strategy to ensure consistency in your overall brand message. According to Paul Quinn, www.quinntessentialmarketing.com, “Dancing the Tagline Tango,” here are ten ideas you can use to help develop a tagline:
1. Ask a question.
Does she or doesn't she? - Clairol
2. Show your unique commitment.
We try harder - Avis
3. Explain product superiority.
Takes a licking and keeps on ticking - Timex
4. Evoke a benefit in a fresh way.
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but they don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a n
To attract clients who pay in full and out of pocket for your services, it's imperative to position yourself as a helpful expert. This is true whether you are a business consultant, a beautician, a psychotherapist, a gardener, a car mechanic, a coach or a massage therapist.It's a simple fact of human behavior: People are more likely to believe that you can help them if they perceive you as an expert, which, in turn, increases the likelihood that they will hire you. For example, you wouldn't choose a car enthusiast to overhaul your engine; you'd choose an experienced mechanic.Newsletters are one of the simplest and most effective ways to establish this expertise. Whereas advertisements, fancy "me-oriented" websites and glossy "ego" brochures are all about selling-tooting your own
Should you develop a tagline?
The simple answer is yes. All companies should consider using a tagline in their marketing materials and company advertising because taglines deliver the following benefits:
1. Clearly states what your company stands for.
2. Simplifies buying decisions because customers know who you are and what you offer.
3. Differentiates you from competition.
4. Raises brand awareness because taglines are relevant, remembered and often repeated.
5. Provides a shorthand version of your brand promise. How do you develop an effective tagline?
Your tagline should evolve from your branding strategy to ensure consistency in your overall brand message. According to Paul Quinn, www.quinntessentialmarketing.com, “Dancing the Tagline Tango,” here are ten ideas you can use to help develop a tagline:
1. Ask a question.
Does she or doesn't she? - Clairol
2. Show your unique commitment.
We try harder - Avis
3. Explain product superiority.
Takes a licking and keeps on ticking - Timex
4. Evoke a benefit in a fresh way.
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but they don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a
Publishing is a fascinating business and the process that goes into the making of books and newspapers is an interesting one. These days, with the world of digital information and the internet upon us, the scope of publishing now also includes websites, blogs and the like.From the business perspective, publishing isn't just printing literature or information but also the development, marketing, distribution and even promotion of the printed works. It is not as simple as it may seem.The publishing process begins with the written work or the copy. Many aspiring and unpublished writers often submit manuscripts to publishing houses in the hopes of seeing the light of print. These end up in a slush pile which editors sift through, and the great majority of these contributions are oft
1. Clearly states what your company stands for.
2. Simplifies buying decisions because customers know who you are and what you offer.
3. Differentiates you from competition.
4. Raises brand awareness because taglines are relevant, remembered and often repeated.
5. Provides a shorthand version of your brand promise. How do you develop an effective tagline?
Your tagline should evolve from your branding strategy to ensure consistency in your overall brand message. According to Paul Quinn, www.quinntessentialmarketing.com, “Dancing the Tagline Tango,” here are ten ideas you can use to help develop a tagline:
1. Ask a question.
Does she or doesn't she? - Clairol
2. Show your unique commitment.
We try harder - Avis
3. Explain product superiority.
Takes a licking and keeps on ticking - Timex
4. Evoke a benefit in a fresh way.
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but they don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a
Full service advertising agencies have the ultimate intention of influencing the purchasing behavior of consumers, in a way favorable to the advertiser. How do they achieve this end? The first requirement is that the advertisement should capture the attention of its audience. To achieve this, the advertisement has to provide the audience with information that is of interest to them. It may give them new information, or it may support the information they already have, or it may attempt to alter their existing views or beliefs.Some people like information that is communicated through stories, while others like figures and data. There may be another category who may listen to information that is couched in real experience situations, and there may be others who totally avoid unpleasant
1. Ask a question.
Does she or doesn't she? - Clairol
2. Show your unique commitment.
We try harder - Avis
3. Explain product superiority.
Takes a licking and keeps on ticking - Timex
4. Evoke a benefit in a fresh way.
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but they don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a
It really won't matter if no one knows your product or service because you haven't branded your business correctly. Some companies and businesses spread their ad dollars around with direct mail, radio, broadcast and web. But without long-range branding plan you are wasting your time and money.The Age Old Branding QuestionLet's presume that you own a ‘brick and mortar’ jewelry store, plus you sell your products online. How do you convert casual browsers into buyers in both situations? I can say it in one word. BRANDING.People buy brands. A brand should represent everything you stand for. What do you think of when you hear the name ‘Tiffany’s’? Expensive, chic and elegance are a few words that come to mind.Ask yourself, How do you want people to iden
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but they don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a novel way.
The quicker picker upper - Bounty
10. Link company name to product benefit.
Kenmore- Solid as Sears
Five steps to a new tagline
1. Begin by thinking about what you want to communicate with your tagline. Write down your positioning statement or unique selling proposition. Your tag line should reinforce them.
Ask these questions:
• Who are your customers?
• What benefits do you offer your customers?
• What feelings do you want to evoke in your customers?
• What action are you trying to generate from your customers?
• How are you different from your competition?
Try to get one or more of these ideas across in the tag line.
2. Next, prepare to brainstorm.
Gather tag lines from other companies and brands. Look in other categories besides your own, from both large and small firms. You can find taglines anywhere there are advertisements, packaging, or logos. Look in cupboards, around desks, in magazines, on TV/radio commercials, in print advertisements, and on websites. Don’t forget to look at your competitors' tag lines - and strive to be better and different.
Write the taglines on index cards or individual slips of paper. You will be mixing and matching them and pairing them with unrelated items as you brainstorm.
Pay attention to the words used, how they are put together, and which of the above questions they address. By doing this, you are more likely to come up with a unique angle for your own tag line.
You are looking at others' tag lines only to spark ideas. Do not plagiarize. Your objective is to come up with your own, original tag line.
3. Brainstorm taglines
Get a small group together if possible. You’d be amazed how much help you can get if you serve lunch. But the job can also be done solo. Set up a place with a lot of writing space - use dry erase boards, ea
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