Comments on: Killer Taglines http://clientk.com/2008/05/18/killer-taglines/ Thu, 17 May 2012 15:44:59 +0000 http://wordpress.org/?v=2.3.3 By: 25 years and counting http://clientk.com/2008/05/18/killer-taglines/#comment-7480 25 years and counting Wed, 15 Feb 2012 22:40:51 +0000 http://clientk.com/2008/05/18/killer-taglines/#comment-7480 He somewhat has a point. But his example of Nike "Just Do It" is ignoring the very real struggle that tagline had EVER making it to market. Nike HATED it! Consumer testing HATED it! The folks who wrote it couldn't sell it in and it died on the page...except someone at Nike liked it and pushed it through the legions of marketing grads and consumer researchers...and after SEVERAL YEARS it gained traction. So - that example isn't about the brilliance of a rock solid tagline...it's a fluke it ever made it. As for taglines being a part of branding, they are. But I would challenge that a majority of brands shouldn't have a tagline because it actually narrows a brands reach to smaller targets UNLESS they are willing to go 'big and somewhat vague" as with "Just Do It". He somewhat has a point. But his example of Nike “Just Do It” is ignoring the very real struggle that tagline had EVER making it to market. Nike HATED it! Consumer testing HATED it! The folks who wrote it couldn’t sell it in and it died on the page…except someone at Nike liked it and pushed it through the legions of marketing grads and consumer researchers…and after SEVERAL YEARS it gained traction. So - that example isn’t about the brilliance of a rock solid tagline…it’s a fluke it ever made it.

As for taglines being a part of branding, they are. But I would challenge that a majority of brands shouldn’t have a tagline because it actually narrows a brands reach to smaller targets UNLESS they are willing to go ‘big and somewhat vague” as with “Just Do It”.

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