IN MARKETING 101, the entire marketing process can be reduced to a single word: strategy. In the world of strategy, or in the realm of marketing, there always crops up the issue of slogans and the appropriate tag lines to deploy in a marketing campaign. Think about it; no product is successfully launched without an accompanying slogan or tag line to aide it. Nike had its “just do it” mantra; Coca Cola had, for a time, the “Always Coca-Cola” tag line, and so on and so forth. The impact of these slogans on the consumers’ psyche cannot be underestimated.
The real question is this: Just what is role of slogans and tag lines in a successful marketing campaign?
- Foremost, a slogan is important because of the fact that it immediately identifies a product with the tag line that is being pushed in the media. When, for instance, you hear the tag line: A-Z of your financial solutions; the audience can immediately identify the fact that it is Allianz, the financial services firm, that is being broadcast. A point that leads to the second talking point.
- Secondly, a slogan or a tag line is important on account of the fact that it inspires interest. A fine line has the effect of not only getting the attention of the potential client, but also to make them think. It is in this case that the slogan “just do it” (Nike) must have appealed to a wealth of individuals who, deep down, knew they wanted to get fit but lacked the motivation to do so. “Just do it” can be viewed as a call to throw one’s heart over the bar.
- Additionally, a slogan is important in the sense that it reduces to its most basic level what a particular company or product is all about. Instead of walking a client through a voluminous mission and vision statements of an organization, a tag line or slogan will, in a nutshell, surmise what the product represents or what the abiding philosophy of the entity that is parlaying a given product in the market is all about.
- Lastly, a slogan can be viewed as an attempt to break away from the strict world of business propriety while vending a product in a not-so-austere manner. It is like walking a tight rope of sorts.
