Brand-Building | The Art of Taglines, Slogans, and Mottos… [39]

I thought it’d be interesting to zoom in on taglines, a statement that essentially captures your brand promise. Variations on taglines, include slogans and mottos, which I won’t go into detail, but instead I’ll highlight some of the more memorable ones with high “stickiness”.

And of course I’ll include those that are strikingly different and unique. Not necessarily of the famous kind, but ones with compelling brand messages.

See if you can recognize some of them, including the poorly conceived ones, where you’ll simply wonder “what were they thinking?”

Good examples abound, and powerful taglines help customer create mental maps and immediate association with the brand logos, making the two inseparable. The image of Brand Logo + Tagline becomes compelling, where the tagline enhances the Brand Meaning. Notice how the role of color, shape, font, and even typeface help create a distinctive message.

This explains why some brand taglines’ longevity, while others, are infamous for their brevity, undergoing transformation and evolutions that unfortunately are not always “ON CODE”.

Brand: Michelin Tires

Country of Origin: France

Tagline: Because so much is riding on your tires

Together with the friendly “Bibendum, the Michelin Man” character that’s made of tires, the taglilne is perfectly “ON CODE”, going into the Reptilian Brain and tapping into the Symbolic Value of what it means to have safe tires that carry you and your loved ones in any vehicle. Add to that an ad campaign that prominently featured babies as our “most precious passenger”, and voila!… you got a winning formula. Independent research that looked into Neuro-Marketing demonstrated ample proof that us mankind have a soft spot for babies, and they do draw our attention.

“Bibendum the Michelin Man, introduced in 1898 by French artist O’Galop (pseudonym of Marius Rossillon), and one of the world’s oldest trademarks. André Michelin apparently commissioned the creation of this jolly, rotund figure after his brother, Édouard, observed that a display of stacked tyres resembled a human form. Today, Bibendum is one of the world’s most recognized trademarks, representing Michelin in over 150 countries.

The 1898 poster showed him offering the toast Nunc est bibendum (“Cheers!” or “Now is the time to drink” in Latin) to his scrawny competitors with a glass full of road hazards, with the title and the tag C’est à dire: À votre santé. Le pneu Michelin boit l’obstacle (“That is to say, to your health: The Michelin tyre drinks up obstacles”). It is unclear when the word “Bibendum” came to be the name of the character himself. At the latest, it was in 1908, when Michelin commissioned Curnonsky to write a newspaper column signed “Bibendum”.

The name of the plump tyre-man has entered the language to describe the appearance of someone obese or wearing comically bulky clothing: “How can I wrap up warm without looking like a Michelin Man?”.[source: wiki]

Inspiration: Neuro Science Marketing & Meine Kleine Fabrik

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About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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