Brand taglines are de facto brand strategies. More specifically, they are de facto brand claims. (An actual brand strategy comprises one claim and three proof planks. (A claim by itself is simply advertising.)
Yesterday we had a couple of boxes of cat food delivered by Chewy. Smart ecommerce model, yes? They’re the Amazon of petfood. On the boxes were the following tagline “Where pet lovers shop.” It’s a nice, warm and fuzzy advertising line but, frankly, not a powerful brand claim.
Let’s parse the meaning. Secondly, it tells everybody Chewy is where shopping takes place. Kind of superfluous. Basically this is saying it’s a commercially available product. As for the first positioning Chewy for lovers of pets, all I can say is that the claim doesn’t speak to pet haters. Again, no real there there.
Brand strategy informs people what a brand Is and what a brand Does. (The Is-Does.) It also organizes for consumers discreet values derived from customers’ most pronounced care-abouts and the brand’s primary good-ats. Boiling these down to three planks is the heavy lifting of the brand strategist.
Brand taglines must reflect the brand strategy claim. If not, it is wasted energy. Off the top of my head, I can offer up a handful of more powerful brand claims for Chewy than where pet lovers shop.
My guess is this is a line developed by the ad agency. As a bow atop the end of a commercial. Chewy and my cat Harry deserve better.