Doesn't anybody care about taglines anymore?

By Rob Rosenberg -
So, I've been thinking.  Better said, reminiscing.  About the days in advertising when taglines really meant something and became the "springboard" (had to use that word) for execution.  In fact, the tagline was the connection between the strategy--->BIG IDEA---->Tagline--->Execution.  This formula - if there can be such a thing in this business - at least insured the advertiser that whatever was being said about the company it was at least strategically based.

Think of your favorite tag - who else can put their name on it?  When it's done right, no other brand!  In fact, they really are BRAND lines, not taglines.

In hospitals, there are seven deadly words to include in your tag line - not quite like George Carlin's (RIP) list, but important nonetheless:  Care, There, Close, Amazing, Us, Comfort, Rank, and Hospital.  Look for the article on this in HealthLeaders Marketing Advisor.   www.healthleaders.com

What I don't understand is how many marketers - and their agencies - don't spend time on the brand line and come up with something so similar to something else it makes your teeth hurt.  Just like the guys down the street - or a multi-national company in a different category.

Sure, trademark law suggests that you can only copyright something in one category, but I'm just waiting for the next hospital to use "We Just Do It." as their line.  

Challenge yourselves, challenge your agencies to come up with something unique, memorable, and strategic -it's not an afterthought.  It's the thought that leads to the other executions.  More on this later - just had to get this out of my system.

Brand on,
Rob
Springboard Brand & Creative Strategy, Ltd.
15 N. Arlington Heights Road
Arlington Heights, IL  60004

Comments

Mosquitohead said…
Sure, people care about taglines. But only if they liked (and want to remember and refer to) the execution. I'd argue the process is not STRATEGY > BIG IDEA > TAGLINE > EXECUTION but rather STRATEGY > BIG IDEA > EXECUTION > TAGLINE. The tagline is the "punctuation mark" for the execution and not the starting point. If you've got the right execution then the tagline will flow out of it naturally and easily. The problem comes when trying to execute to a tagline. It's too restrictive and often frustrating. Forget the tagline until you come up with a strategically sound, Big Idea-based series of executions that deliver the message in a head-turning, "haven't-seen-that-before" way. Then use the tagline as a final summation that uniquely and succinctly expresses your point and your personality. Taglines work!!! But only if everything that precedes it does, too.
January 6, 2009 at 4:29 PM
Post a Comment

Popular posts from this blog

Hospital Branding: New Insights on Healthcare Websites

By Rob Rosenberg -
Image
Your website is the hub of your digital marketing strategy.  It is the place where patients, members and influencers want to learn more about your organization.  While many medical product and service companies have an online presence, they don’t think of search engine optimization (SEO) while building it or even after the site’s been developed to maintain it.  A website can look great, but if it’s not built for SEO, no one will be able to find you. Follow these 5 important factors to make your website more successful, including design and development, and what to do once the website is live. Simple is better, especially for healthcare brands. Before you get started with a new website, first define your goals. What do you want your visitors to see and what do you want them to do? This all contributes to the design of your new site.  Not everything can stand out.  Highlight a few things that sets you apart from your competitors and make those stand ou...
Read more

"Ah-ha" versus "Uh-huh." You might be surprised at the moment of truth.

By Rob Rosenberg -
Image
We've heard it before. "I was presenting the strategy to my leadership team and suddenly they had the "ah-ha" moment and got what I was saying." Or, "finally had that "ah-ha" moment and came up with a big creative idea!" Call it what you will - "ah-ha" moments, "connecting the dots," or "putting the pieces together," they all imply a breakthrough in thinking or understanding. They can be the best of times and strike when you least expect them (and that's why we keep pens and paper on the nightstand). Or they can be the worst of times, and those are the ones you need to watch out for. For example, you're presenting a brand strategy or ad campaign to your hospital's CEO. A good portion of your discussion is based on the market situation, competitive insights, brand landscape, communications objectives, and other great information. Then, the moment of truth. You transition from the comfort of fac...
Read more

Hospital Marketing and Healthcare Branding - Ten Lessons from 15 Years

By Rob Rosenberg -
Image
I just had a birthday!  My company did, that is.  Springboard Brand & Creative Strategy recently turned 15 and since only one third of new businesses last past their first decade, I feel pretty good about this accomplishment.  As I reflect over the past decade and a half, there are certain thoughts and ideas that surfaced that I wanted to share.   I hope some will educate, inspire, amuse, or just be a head nod to those who read them. The power of a big idea still surges.  From the “Mad Men” era until today, and I’m certain into the future, the advertising business still thrives on big ideas.  Sure, there are all sorts of new technologies to communicate and ways to “hide” behind production value, but strip it all away and – if there’s not a big idea that touches the heart and soul of your customer – you have nothing.  You know you have one when, years later, people still recall pieces of a campaign.  I’m proud to say there have been...
Read more