Brand-Building | The Art of Taglines, Slogans, and Mottos… [32]

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: JEEP

Country of Origin: USA

Tagline: There’s only one Jeep.

At once reinstating and reaffirming that among an ocean of wannabes, SUVs that call themselves Jeeps (many people refer to SUVs as Jeeps), there’s only one true original. One vehicle that started it all, with roots from WWII, all-purpose, all-terrain, 4-wheel vehicles that were called by their function, General Purpose (GP for short, and Jeep in slang).  We all know how this rugged vehicle has evolved, upon entering main stream America, and being embraced with its promise of a free spirit. One vehicle that has spawned followers, and entire automobile genres built on “going off road”.

The original Jeep vehicle that first appeared as the prototype Bantam BRC became the primary light 4-wheel-drive vehicle of the United States Army and Allies during World War II, as well as the postwar period. Many Jeep variants serving similar military and civilian roles have since been created in other nations. [source: Wikipedia]

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, USA and tagged , , . Bookmark the permalink.

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