A tagline, best known as “a tag line,” is an alternative of a branding catchphrase that is used in the marketing of brands and advertising. The concept behind a tagline is to come up with a catchphrase that is memorable and summarizes the tone and premise of a product or service. This is usually meant to attract the attention of the audience or enhance their memory of a brand or service. A tagline can aid a firm to distinguish itself from its competitors and make its products distinct in the market. The main function of a tagline is to communicate the company’s brand and ensure that it sticks in the mind of the consumers unforgettable. The main aim is to make the consumers want to know more about the products or services of a company. This is done by ensuring that a tagline makes the consumers want to know more about the products of a company. A tagline, therefore, acts as an entry position into the mind of the consumer and their decision-making process. It is thus important for a company to have an effective tagline that captures the attention of the consumers and makes them remember a brand or products of a company (Chartrand, 2013).
One important attribute that illustrates a successful tagline is its ability to be memorable. For instance, the “just do it” tagline by Nike was a success because many people were able to memorize it. The moment Nike started to popularize the “just do it” tagline, people became interested in their products and what the tagline meant. The tagline meant that one did not have to be an athlete to tackle something, but one just had to do it to achieve whatever they wanted to achieve. Another aspect of a tagline that is crucial in the marketing of a product is its ability to position a company’s brand. The tagline should help the customers to link the brand name to the message being delivered. A tagline should describe and express the value that a brand is offering to the consumer. For instance, the “Improving Life, One Breath at a Time” by the American Lung Association describes what the association offers to its clients (Difrisco 2011).
Another important feature of a successful tagline is the ease with which it can be said. The consumers of a brand should be able to say the tagline with ease to enhance its spread and make it easy for them to remember the tagline. For example, McDonald’s tagline “I’m lovin’ it” is easy to remember and pronounce (Freeman, 2005). The tagline is easy to pronounce not only in the United States but even in other countries where McDonald’s has set up their franchises. The ease with which the slogan can be said makes it easy for the customers to remember the catchphrase and hence the brand of the company. Also, a tagline must be unique from those of the competitors. This is to ensure that the customers do not confuse the tagline with those of competitors offering similar products and services. Finally, a tagline should resonate well with the customers. For instance, Apple’s tagline, “Think Different,” has made users of Apple computers believe that they are not only using a computer, but they are using a unique product that helps them be innovative. By using Apple’s products, the customers believe that they are technology savvy (Freeman, 2005).
The VibeAwake is a product that has an alarm clock and a bed comforter that has a vibration feature (Northern Acoustics, 2008). The tagline I am proposing for VibeAwake is “waking up never got easier.” I believe that this tagline will capture the attention of most consumers. Waking up in the morning is a big challenge to many people; hence customers will be curious to know about a product that makes their waking up easier. The tagline “waking up never got easier” will be memorized with ease by people. Hence it will remain in the minds of the consumers for a very long time. The tagline will make VibeAwake memorable because customers usually relate waking up to alarm clocks; hence this will be the best tagline to be used for this product. The tagline is also good because it will help the company to position its brand. This can be achieved by ensuring that the customers have a good perception of the company’s brand. The tagline will also communicate to the customers the value that they are going to derive from the product.
A tagline can play a decisive role in the diffusion of an innovation. A tagline can help in the spread of innovation in the market. For example, a company can come up with innovations and a tagline for a new product. The firm can then use the tagline to spread the word of their innovation in the market. The company can do this by first advertising its tagline to generate some interest from the consumers. The inquisitiveness that will be created by the tagline will then help in the spread of the innovation. A good example is Nike’s tagline, “just do it,” which led to the growth of the market share of Nike’s new products in the market.
References
Chartrand J. (2013) How to Create a Solid-Rock That Truly Works. Web.
Difrisco, G. (2011). Creating Taglines: How Your Business Can Benefit from a Memorable Slogan. Web.
Freeman, K. (2005). Creating strategic taglines. Strategic Direction, 21(10), 3 – 4.
Northern Acoustics. (2008). Vibeawake Alarm Clock. Web.