Doesn't anybody care about taglines anymore?
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 -...