Private-label antihistamines have the exact same ingredients. So why will people pay twice as much to "Live Claritin Clear"? (And why are copywriters so underpaid?) Because they perceive a value in the brand.
After months of exploring, researching and defining your company, you finally have a firm grasp on what your brand is all about. An important first step. But strong brands aren't built around what consumers know about you, but rather how they feel about you. And that's where your design, advertising and tag line come in.
I'm often asked if I have advice for aspiring copywriters. After I say "Don't," I tell them to take a poetry class. Good poetry, like a good tagline, uses an economy of words to convey meaning instead of facts.
A tagline doesn't explain what you are, it tells the story of your product or company in the context of consumers' lives. "Save money. Live better." (Walmart); "Go further" (Ford); "Share the fantasy" (Chanel No. 5); "The other white meat." (Pork).
Great taglines "ring true." They tell a story that your consumer wants to be a part of. (Which is why it's so important to understand who your consumer is and what they really want.) Also, like great poetry, great taglines don't have a formula, but we know them when we see them because they make us feel something:
The movie Alien: In space, no one can hear you scream.
We're going into space, which is scary already, and now terrifying will happen. Horror fans and sci-fi fans are going somewhere they've never gone before.
Nike: Just do it.
I'm part of the movement that's physical and athletic and serious when I lace up Nikes.
Subway: Eat fresh.
Healthy fast food sounds like a good alterative to those high-calorie, high-sodium menus.
BMW: The Ultimate Driving Machine
I feel sorry for the suckers who just drive cars.
Campbell's Soup: "Mmm, mmm... good!"
That sounds satisfying and personal... the way Mom making you soup for lunch is a satisfying personal experience.
Disneyland: The Happiest Place on Earth.
I'm going to have a good time at Disneyland.
And, while we're at it, here's one that I think misses the mark completely, from the folks who brought you "Think small," but also "Fahrvergnugen":
Volkswagen: Isn't it time for German engineering?
First of all, I have no idea why Volkswagen is asking me this question. I have no idea why I should buy their car: Is it a good value? Is it well built? Will I love driving it? Will it make my neighbors jealous? Is it better than other German-engineered cars? Unlike the other examples above, I don't know what Volkswagen's story is or why to make the brand part of my life.
Anyway, something to think about as you approach your next branding project.
In the meantime, tell us in the Comments some of your favorite (and least favorite) taglines. That's all I've got for this week. Besides... "Isn't it time for canned soup?"
Toby Muller
-Copywriter
