Taglines: What they do and, more importantly, what makes a great one?

By Phil Battat

The basic tagline is short-hand for a company's product or brand proposition. It communicates one or two key attributes of the company or product, describes the proposition or restates the overarching offer in a succinct manner (and hopefully) compelling way.

Great taglines are aspirational, create a call to action and like a good pop song, get stuck in your head. The double entendre, a play on words or clever wording can make the difference between "good" and "great."

Rather then going over taglines that do not work, let’s look at a few great taglines to see how they stack up.

John Deere
Nothing Runs Like a Deere

This tagline gives a salute to the legendary dependability and longevity of John Deere equipment and equally appeals to users in agricultural and construction industries.  People love John Deere products and are incredibly loyal.  When people are buying pillows with your logo tagline, you have a deep relationship with your customers.

FedEx
The World on Time

This tagline is strong because it highlights two simple points…that FedEx is Global and their deliveries can absolutely be depended on. The tagline is Functional, Aspirational and to a degree Product Specific.

Taco Bell
Live Mas

When I first heard this tagline, I thought What?  The more I see it and hear it in context, I think it advances the Taco Bell Brand.  “Mas” is Spanish for More which is aspirational and it connects Taco Bell to their roots as a provider of Mexican Food.  “Live Mas” also speaks to a younger and more diverse customer base that is seeking more experiences and a more active lifestyle.  When you begin to see a tagline on shirts that people buy and wear, the tagline and the brand have become part of the culture.

Porsche
There is no substitute.

The tagline is a definitive and confident statement that the product can always back up and can never be copied. There is no other car like a Porsche.

Target
Expect More. Pay Less.

Expect More. Pay less works on many levels.  It says to consumers, Target sets a higher bar, whether its about product design or quality, you can and should expect more.  It also says you can have more for less which appeals to smart, value conscious consumers across a wide spectrum of economic backgrounds.