EXPECT MORE FROM YOUR TAGLINE

OK, if we asked you to recite the Nike slogan (or ad campaign "tagline" as it is often called), it would roll off your tongue automatically. If we asked you to do the same for MasterCard, well, the words might not come as accurately as those for Nike ? the line is unusually long, after all. But the odds are good that many of you would at least get the "priceless" wording right. Most marketers appreciate the value in having a set of golden words that deliver the brand and its benefits in a way that virtually everyone remembers. But why do so few brands seem to have such a set or words? This week we urge marketers everywhere to "expect more" from their campaign taglines.

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The DISPATCHES^TM for April 18, 2010 can be found here:

EXPECT MORE FROM YOUR TAGLINE

A printer / handheld friendly version can be found here:

EXPECT MORE FROM YOUR TAGLINE

It is also available in PDF here:

ExpectMoreFromYourTagline.pdf (PDF File)