Yesterday at a traffic light I stopped alongside a tractor trailer. I don’t recall the name of the company, but the tagline stayed with me:

Ahead of the curve in refrigerated logistics.

Ooh, a clichéd metaphor matched with an esoteric phrase. Is this the latest trend in brand marketing?

I’ve been thinking about taglines lately, wondering if my little company should have one. I’ve long felt that I don’t need a tagline for the sake of having a tagline. After a brief online search of commentary on the matter, it seems most experts agree. In fact, there are plenty of arguments against.

Once, after completing a project, I received a note from the client, complimenting my work and saying that what I produced made her “comfy.” My firm’s president jokingly suggested our tagline should be “Making clients comfy since 2002.”

It strikes me that the Dish network’s “Let’s watch TV” or Delta Airlines’ “We get you there” were ripped off by their marketing firms, which set the bar as low as it could possibly go. No imagination, and no particular reason to choose one company over another.

On the other hand, these oversimplified slogans might be superior to over-jargoned technical gobbledygook, which might fit on the side of a semi but not on a business card.

Quick – what’s your nomination for:

Most creative tagline?
Most ambiguous?
Funniest, without intending to be?


Filed under Marketing/Advertising/PR

5 responses to “Punchless

  1. I like taglines because they help identify a product with just a few words. Who doesn’t think of Coca-cola when they hear “It’s the real thing”? That being said, if it’s not a particularly good tag line, then it can have negative effects. I can’t stand the Nike slogan, “Just do it!”. What the heck am I supposed to do, whom should I do it with, where and when am I supposed to do it? Help me out here.

  2. Dan Ruskin

    In the center of your blog is a tagline for Checkers Burgers*Fries*Colas: You Gotta Eat!

  3. There Is a low budget airline in the UK called Ryanair – It’s tagline SHOULD Be “Suckers!”

  4. Madge

    “Sometimes you feel like a nut, sometimes you don’t
    Almond Joy has nuts, Mounds don’t”….
    There is innuendo in this slogan that, I just noticed 40++ years later.

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