Special Report on
Marketing and Advertising Taglines
Marketing and Advertising Taglines - Trends
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Memorability has to do with the ability the line has to be recalled unaided. A lot of this is based on the brand heritage and how much the line has been used over the years. But if it is a new line, what makes it memorable? The big idea should be told in the advertisement. The more the tagline resonates with the big idea, the more memorable it will be. For example, in addition to be being a clever line, "My goodness, my Guinness!" was made memorable by the illustrations of the Guinness drinker seeing his pint under some sort of threat (perched on the nose of a performing seal, for example). It invoked a wry smile and a ...
Mat Zucker is Chief Creative Officer of OgilvyOne Worldwide, New York. He is a recognized leader in digital and direct marketing and creative management, working across industries including auto, consumer packaged goods, financial services, manufacturing, technology, telecom, ... Read more about Mat Zucker -> 21st Century Insurance recently debuted a campaign claiming the same coverage as competitors like Geico, but for up to 40% less. In fact, the tagline they are using is: Same great coverage for less. It’s a simple point but, man, is that tagline a bore. I have mixed feelings on ... Read More
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