Notes from Jeff York

Small business marketing thoughts from a marketing small business owner

Posts Tagged ‘television market

Tell me your name

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df07_12_18_javaOnce upon a time, there lived a coffee brand. The ad agency for the coffee brand created a tagline for that brand that integrated the name of the product into the message.

Fill it to the rim with __________.

Unless you’re pretty young, you know exactly what the product is. Here’s a few more.

___________, take me away.

Please don’t squeeze the ___________.

Seemingly since the 80’s, there’s been a movement toward non-identifying taglines:

Just do it…It’s the real thing…Think different. Three exceptionally strong brands without indentification. Which is better? I don’t know if there is one right answer, but I’d love to hear your feedback on that.

As the (former) Creative Services Director for a FOX affiliate, I created the station’s tagline: Your FOX Station. I really didn’t care if people knew FOX 44. All I needed to achieve was people to know that they were watching the (only) FOX affiliate in the market and remember it long enough to write it in their ratings diary. When I did research before launching that tagline, I was shocked to see how many FOX affiliates were employing the same strategy. None.

In creating a tagline for your company, I suggest bucking the trend. Integrate your name or trigger into the brand. That way your messaging refinforces your brand.

What are you doing now for your tagline? What research did you conduct before launching the message? Do you have any lessons that you learned that you can share with us?

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Written by Jeff York

January 3, 2009 at 3:05 pm