tag:blogger.com,1999:blog-2699365955374858981.post3844019680246642218..comments2023-12-04T22:40:03.887-06:00Comments on Hospital Branding: Doesn't anybody care about taglines anymore?Rob Rosenberghttp://www.blogger.com/profile/02350274883997429988noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-2699365955374858981.post-14465001775806727772009-01-06T16:29:00.000-06:002009-01-06T16:29:00.000-06:00Sure, people care about taglines. But only if they...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.Mosquitoheadhttps://www.blogger.com/profile/15943556466076251100noreply@blogger.com