Need tagline examples (non-U.S.)
April 16, 2011 —
I’m giving a talk on taglines (aka straplines, slogans, buttons) at the International Association of Business Communicators meeting in San Diego in June. Since it is an international audience, I could use more examples, stories, case histories of taglines from brands around the world. We’re just fine with U,S. examples as you can read in our White Paper on the topic.
Do you have examples to share from non-U.S. marketing, from Europe or Asia or wherever you may be? Taglines famous or infamous, successful or un-, long-established or especially clever for products, services, political causes or candidates? I’d love to hear from you. Send examples, stories, links or pictures to bob@killianbranding.com
If you’re going to attend the IABC International Meeting, my talk will be Tuesday, June 14. Could you stop by and say hello? Just do it.
Don’t know if this is what you are looking for, but here it goes:
Don’t kill your wife let us do the dirty work … (from Millbay laundry, Plymouth. UK), or
Jesus was a carpenter and he’s looking for Joiners.
Hope that helps,
David
Posted by David on Apr 16, 2011 at 11:48 am
Hello Bob,
I saw your request for examples of non-US tag lines in the Brand Strategy Discussion Group on LinkedIn. I work with The Standard Life Assurance Company of Canada, http://www.standardlife.ca, which is a member of the Standard Life Group.
The company is currently repositioning its brand globally – firstly in its UK operations (our head office is in Edinburgh, Scotland). The Canadian operations will rebrand later this year. The new tag line is ‘The Way Forward.’ The press release announcing the repositioned brand and the new tag line is at the following hyperlink: http://www.standardlife.ca/fr/press/news/feb07_2011.pdf
Please feel free to contact me at any time.
Posted by Camille Isaacs-Morell on Apr 17, 2011 at 7:50 am
my recent favorite noticed here in Pennsylvania are:
from Build a Bear Workshops retail stores: “Best friends are made here”
worst recent one: Callaway golf: “Winners Play Callaway”.
Posted by dave barbush on Apr 18, 2011 at 12:53 pm
Now i think you can add Standard Life’s to the naughty list. Sorry Camille. It carries no feature or benefit sentiments. No USP, just good and vague. I also think its been used over and over by countless politicians, if that gives you any idea of the sincerity level.
Posted by dave barbush on Apr 18, 2011 at 1:00 pm
Coke is one of the most interesting brands of all time – they manage to adapt and refresh the brand without losing its identity…always coca-cola
Posted by Ciara Henderson on Apr 21, 2011 at 11:48 am
One of the best in travel is “Croatia – The Way the Mediterranean Used to Be” (which tries to set Croatia apart from the traditional Med destinations, which, by implication, are perceived to be congested, over-commercialised and pricey).
Also Colombia, which confronted its image of danger head-on after significant political and economic reform: “Colombia – The Only Risk is Wanting to Stay”
And Audi, who trade on the German reputation for engineering excellence with the tagline in the UK “Vorsprung durch technik”. Everyone in Britain can pronounce it as a result of seeing it on TV over the years ,even though hardly anyone knows what it means (“progress through technology”) but that doesn’t matter. A clear example of the brand value being so strong that the mere use of the German language evokes engineering excellence and a reliable, quality vehicle.
Hope that helps.
Posted by Tom Buncle on Apr 22, 2011 at 5:15 pm
Excellent! Thanks very much.
Posted by Bob on Apr 23, 2011 at 8:30 am