No, it’s not some crazy pseudoscience; taglines really are that important. Though your salt-of-the-earth grandparents might think otherwise, there’s a reason why nearly all of the world’s largest brands fork over millions of dollars to marketing agencies: advertising works. It’s true that a tagline isn’t everything, but it’s certainly something, and that “something” is what stays trapped inside the heads of precious consumers when a buying opportunity rears its ugly head and your company’s bank account is in need of some serious coin.
Nike: ‘Just Do It.’
The “power period” first gained prominence with Nike. “Just Do It” is one thing. Insert a period at the end of the aforementioned slogan and shiz gets intense real quick. Sure, your hopeful girlfriend might be able to come up with another example, but rarely are three words able to concisely deliver such a powerful message. Created for the Oregon-based sporting goods manufacturer in 1988 by Wieden + Kennedy, “Just Do It” transmits all out devotion from The Association all the way to your hometown court at the park across the street: Athletic greatness or bust.
California Milk Processor Board: ‘Got Milk?’
When you think of product-pushing genius, your thoughts aren’t initially carried away to grimy dairy farms in California. Well, they still probably shouldn’t be, but the California Milk Processor Board certainly knew which of America’s many marketing agencies to hire when they came up with the “Got Milk?” campaign for their advertorial onslaught of parents concerned about their children’s bone strength. The saying is a textbook example of a consumer “call to action.” Milk’s either not present in the home or going bad. In either state, you need more of it. Touché, dirty farmer men.
Apple: ‘Think Different’
Honestly, who doesn’t adore Apple? Marketing agencies certainly do. Truthfully, Jobs and Wozniak could be pushing baby tranquilizers and we’d all line up to buy ‘em with a slogan like “Think Differently.” Creativity becomes the lead blocker as customers from the four corners of the globe rush to purchase anything with an old, half-eaten apple slapped on it. In 1997, when the tagline was first coined, Apple wasn’t the tech innovator that it is today. Things have certainly changed.
Taglines? Yeah, case closed. They’re worth every penny.
