Brand-Building | The Art of Taglines, Slogans, and Mottos… [49]

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: Singapore Airlines

Country of Origin: Singapore

Motto/Slogan: With inflight service that even other airlines talk about


Singapore Airlines, from the tiny city-state of Singapore is arguably among the leading full-service airline brands that has consistently ranked high on international surveys, and is the most awarded airlines in the industry. Known for its iconic living brand ambassador, “The Singapore Girl” flight attendant, and impeccable level of service, characteristic of Asian graceful hospitality.

Singapore Airlines maintains its leading brand positioning by being at the cutting edge of technology,  the latest aircraft, amenities and service level. Singapore Airlines owns the distinction of being the launch airline for the world’s largest commercial aircraft, the Airbus A380. Singapore Airlines is also home to the largest first class cabins available in any commercial airline, with their Sky Suites enclosed private cabins that hark back to the day of luxury air travel in the early days of commercial flights. These suites are positioned above First Class, aptly called “A Class Beyond First”

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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