Wednesday, January 6, 2010

Taglines: How Effective are They?

"Just do it" (Nike), "i'm lovin' it" (McDonalds), "Connecting People" (Nokia), "sab keh do" (Zong), "Think Different" (Apple); these are taglines we've heard so much that they're difficult to forget. The purpose of these taglines is to associate a positive phrase with the company or the product so that it can be identified. Now the question is, how effective are these taglines? How do they help the comapny sell their products?
If you were to consider these taglines in Isolation, you would notice that these are just vague phrases which dont say much about the company or the product. Consider the tagline "Connecting People". On first look, one wonders: connecting people how? By connecting cities with rail links? by offering an online application which allows you to chat with your friends? All this gets very confusing, which is why the tagline needs to be supported images, videos and sounds to make it relevant to the company and the product. In Nokia ads, you see images of mobile phones, hear the sounds of people talking on these phones and then successfully interpret that by "Connecting People" they mean they connect people via mobile phones.
Hence to conclude, a tagline on its own wont do much, however if it is supported with images etc. its likely to be effective.

1 comments:

Hassan Mohi-ud-Din said...

hmmmmmmm yeah you are right in some respect but i think "Tag lines" contain some sort of information in it. the example that you mention "Nokia" Connecting People.
i think this tag line says something like if your friend are outside the country or outside the city so when ever he is missing you he will talk to you either on a call or sms or may be he upload his pic and mms you. in this way u will knows his present condition i.e what he is doing etc
i think that is the meaning of "connecting people" i guess.
what u suggest