- September 8, 2018
- Posted by: webmaster
- Category: Power of Branding
“Tagline is not just a fancy good sounding line. Nor is it the description of your products or services. Look at the Top 20 globally successful Taglines and you will know what I am saying.
Because no one is really interested in what you do. They are only interested in what triggers their emotion and drives them to buy the product/brand at their point of need.
Years of research goes into developing lines which connote various powerful emotions,
So when you buy that product all these qualities are triggered and make YOU FEEL like a Winner and thereby cough up almost 10x of what a normal, but the almost identical product, may cost.
SO HOW DO WE CREATE THIS SUPER CHARGING EMOTION?
Al Ries, the Father of Brand Positioning, has many great techniques. One of them is ALLITERATION.
When there are 3 words in a line and if the first letter of each word is the same, then it touches the Prefrontal Cortex (the part in the brain responsible for emotions) and makes one buy your brand when the need for the category arises.
One of the most powerful lines that we had created in Dubai, in the legendary Private label brand I was heading, was Towards Tomorrow Together, which is a revolution even today.
Some of the other great Taglines using these principles are
Taste the Thunder
Desh ki Dhadkan(Hero Honda)
And even brand names use this technique, such as
American Airlines etc
So when you create the next Tagline, make sure you stir the world using this technique!!