Brand-Building | The Art of Taglines, Slogans, and Mottos… [7]


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”.

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: VW

Volkswagen’s campaign, created in 1998 by Arnold Fortuna Lawner & Cabot (AFL&C) ad agency of Boston, centers around a bold new theme: “On the road of life, there are passengers and there are drivers. Drivers wanted.”

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.
This entry was posted in Ads, TVCs & Commercials, Germany and tagged , , . Bookmark the permalink.

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