Creating strategic taglines

Abstract

Purpose To share key thoughts about creating the perfect tagline. Design/methodology/approach Gives a brief synopsis of taglines using examples. Findings Taglines (also known as slogans, catchphrases and positioning lines) are the first step and an integral part of brand building. Their value builds for years, and over time, a good tagline can be your best and least expensive form of advertising. If your company name, logo and tagline are all working together as they should, they become an advertisement in and of themselves. Practical implications Advises how to create the perfect tagline. Provides useful insights from other companies and industries. Originality/value Gives guidance in terms of what to do to create a tagline, using some case studies.