Tagline Creation Strategies

Quick reference for creating memorable, strategic taglines using proven methodologies from expert copywriters and brand strategists.

"Your brand isn't what you say it is. It's what they say it is." — Marty Neumeier

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Key Distinction: Trueline vs Tagline

Type	Purpose	Audience	Example (Nike)
Trueline	Internal compass that guides decisions	Internal team	"Helps you find your inner athlete"
Tagline	Public-facing "sexy" formulation	Customers	"Just Do It"

How They Work Together:

• Start with the trueline to nail positioning
• Craft the tagline as its public expression
• The trueline informs; the tagline performs

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The 7-Step Professional Process

1. Internal Brand Audit: Collect brand assets, attributes, benefits, differentiators
2. Competitive Analysis: Review competitors' taglines for differentiation opportunities
3. Audience Research: Understand needs, wants, challenges, aspirations
4. Extensive Brainstorming: Generate 100+ options (where the magic happens)
5. Distillation: Write USP fully → cut by half 3x → apply linguistic device
6. Evaluation & Shortlist: Whittle to 5-7 candidates with objective feedback
7. Testing & Vetting: A/B test, check trademark conflicts, test across mediums

"If there is magic in the tagline creation process, brainstorming is where it happens."

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The Distillation Method

The most practical technique for creating taglines:

1. Write your USP in as many words as necessary
2. Cut the word count in half (first pass)
3. Cut it in half again (second pass)
4. Cut it in half a third time (third pass)
5. Apply a linguistic device (rhyme, alliteration, parallelism)

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Tagline Types

Type	Description	Example
Descriptive	Describes offering, benefits, or promise	"Save money. Live better." (Walmart)
Emotional	Appeals to feelings	"Because You're Worth It" (L'Oreal)
Aspirational	Inspires achievement	"Impossible is nothing" (Adidas)
Imperative	Call to action	"Just Do It" (Nike)
Superlative	Positions as the best	"The Best a Man Can Get" (Gillette)
Interrogative	Uses a question	"Got Milk?"
Provocative	Thought-provoking	"Think Different" (Apple)

Expert Recommendation: "To hit emotional triggers, prioritize differentiation taglines or results-driven taglines."

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Tagline Formulas

Proven structural patterns:

Formula	Example
[Verb] + [Noun]	"Think Different"
[Action] + [Benefit]	"Eat Fresh"
[Empowering Word] + [X]	"Rethink [X]", "Imagine [X]"
[Number] + [Benefit]	For specific claims
"The [Only/Best] [X] that [Y]"	Superlative positioning
Question Format	"What's in your wallet?"

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Linguistic Devices for Memorability

These devices have roots in oral tradition—they helped memorize stories across generations:

Device	Example	Why It Works
Rhyme	"The quicker picker-upper" (Bounty)	Phonetic patterns are easier to encode
Alliteration	"The best a man can get" (Gillette)	Repeated sounds create rhythm
Parallelism	"Go green, Go Ford"	Structural patterns aid recall
Sensory Language	"Finger lickin' good" (KFC)	Activates more brain areas
Rhythm	"Just Do It" (Nike)	The brain is "a sucker for rhythm"

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Psychology of Memorability

Key Statistics

• Most liked slogans: 4.9 words average
• Most recalled slogans: 3.9 words average
• Tourism slogans: 3.64 words average
• Optimal tagline length: 2-7 words (never more than 7-8)

The Likability vs. Memorability Trade-off

"Easily liked slogans are often forgettable. Memorable slogans challenge the audience with uncommon words, concrete imagery, or complexity. To remember something, we must think about it."

Find the sweet spot: memorable enough to stick, likable enough to resonate.

Emotional Triggers

Trigger	Example	Mechanism
Identity Alignment	"Think Different" (Apple)	Appeals to who people ARE or aspire to be
Aspiration	"Just Do It" (Nike)	Connects with motivation and empowerment
Self-Worth	"Because You're Worth It" (L'Oreal)	Taps into desire for validation
Sensory Experience	"The Ultimate Driving Machine" (BMW)	Promises physical/emotional exhilaration

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Famous Tagline Lessons

Nike: "Just Do It" (1988)

Created by: Dan Wieden (night before client presentation) Initial reception: "We don't need that shit" — Wieden insisted: "Just trust me on this one" Lesson: Great taglines often face initial resistance. Conviction matters.

Apple: "Think Different" (1997)

The quirk: "Think Different" not "Think Differently" — grammatical incorrectness creates distinctiveness Lesson: Emotional positioning can be more powerful than feature-dense messaging.

L'Oreal: "Because You're Worth It" (1971)

The innovation: Among the FIRST taglines to focus on women's self-worth Lesson: Emotional benefits often outweigh functional ones.

BMW: "The Ultimate Driving Machine" (1974)

Results: U.S. sales from 13,000 to over 90,000 in a decade Lesson: "Superlative" taglines can work when backed by genuine product excellence.

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Common Mistakes

Mistake	Problem	Fix
Being Too Generic	"Quality you can trust" — could be any brand	Use the Onlyness Test
Using Clichés/Jargon	Technical terms aren't common language	Use everyday words
Neglecting Customer Benefits	Features without "so what?"	Focus on what's in it for THEM
Overcomplicating	Too many words, too many ideas	Distillation Method: cut by half 3x
Being Overly Clever	People remember the wit, forget the brand	"Rather than clever, be direct and clear"
Copying Others	Confuses customers, risks legal trouble	Onlyness Test
Cultural/Translation Failures	Pepsi's "Brings you back to life" → "Brings ancestors from grave" in Chinese	Test internationally
Disconnection from Brand	Tagline doesn't match actual experience	Align with trueline
Ignoring Medium Constraints	Works on billboard, not on business card	Test across contexts
Not Testing	Launching with untested assumptions	A/B test, focus groups
Including Brand Name	Research shows it feels "too sales-y"	Keep tagline separate

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Testing Frameworks

AIDA Evaluation

Test whether your tagline achieves:

• Attention: Does it grab attention?
• Interest: Does it sustain interest?
• Desire: Does it create desire?
• Action: Does it prompt action?

ABC Test

Is your tagline:

• Authentic: True to your brand
• Believable: Credible, not overpromising
• Customer-Oriented: Focused on their benefit

Key Metrics to Evaluate

Metric	Question
Memorability	Can people recall it after seeing once?
Clarity	Do they understand what it means?
Emotional Response	What feelings does it evoke?
Brand Fit	Does it align with brand identity?
Differentiation	Does it stand out from competitors?

The Onlyness Test

Can you complete this sentence in a way no competitor can?

"Our [OFFERING] is the only [CATEGORY] that [BENEFIT]."

If a competitor's name could substitute and the statement still works, your positioning needs work.

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Expert Frameworks

Eugene Schwartz's 5 Levels of Awareness

Tailor your tagline approach based on where your audience is:

Level	Description	Tagline Approach
Most Aware	Knows product, ready to buy	Direct, product-focused
Product-Aware	Knows product, not convinced	Benefit-focused
Solution-Aware	Knows solutions exist, not yours	Differentiation-focused
Problem-Aware	Has problem, doesn't know solutions	Problem-agitation then solution
Completely Unaware	Doesn't recognize the problem	Start with identity or aspiration

David Ogilvy's 8 Headline Principles

1. Headlines should be complete advertisements
2. Include the brand name (debated—see modern research)
3. Avoid tricky headlines (no puns or literary allusions)
4. Be clear and direct (everyday language)
5. Use specific numbers ("5%" beats "less than you might suppose")
6. Optimal length: 6-12 words for headlines, 2-7 for taglines
7. Avoid negative words (readers may skip the "not")
8. News headlines work best (announce something new)

Scott Bedbury's Brand Mantra Framework

A three-word internal sentence that captures brand meaning:

Structure: [Emotional Modifier] + [Descriptive Modifier] + [Brand Function]

Examples:

• Nike: "Authentic Athletic Performance"
• Disney: "Fun Family Entertainment"

A brand mantra is NOT a tagline—it's an internal compass that guides decisions. But it can inspire tagline direction.

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Key Principles

1. "Your brand isn't what you say it is. It's what they say it is." — Marty Neumeier
2. Headlines/taglines should telegraph what you want to say — David Ogilvy
3. "If you confuse, you'll lose." — Donald Miller
4. "Copy cannot create desire — it can only channel existing desire." — Eugene Schwartz
5. Shorter is almost always better: Aim for 2-4 words, never more than 7-8
6. The most recalled taglines average 3.9 words — Research finding
7. Emotional impact matters more than word count
8. Clarity beats cleverness every time
9. Position first, tagline second — Get positioning right before crafting
10. "You can't advertise your way to onlyness — you have to start with it." — Marty Neumeier

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Templates

See reference/templates.md for:

• Tagline Document Template
• Strategic Foundation Template
• Tagline Option Template
• Evaluation Matrix Template
• Anti-Pattern Check Template
• Usage Guidelines Template
• Testing Protocol Template
• Quick Reference Card Template
• Output Validation Checklist

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When to Apply This Knowledge

During Tagline Development

• Complete positioning work first (April Dunford's 5 components)
• Write the Onlyness Statement and Brand Mantra
• Generate 100+ options using brainstorming techniques
• Apply the Distillation Method
• Use linguistic devices for memorability

During Evaluation

• Apply AIDA and ABC tests
• Check against Common Mistakes list
• Run the Onlyness Test
• Score candidates on evaluation matrix

During Finalization

• Test with target audience (A/B, surveys)
• Check trademark availability
• Test across mediums (billboard, business card, digital)
• Create usage guidelines