Brand strategy claims, developed independent of an ad campaign are the way to go. Taking a copywriter’s last sentence and turning it into a tagline is, forgive me, lazy. I can see why people do it, but its not very thoughtful. Or strategic.
I’m in the brand strategy business. The deliverable I provide to clients is a brand claim plus three brand planks, also referred to as support planks. The claim by itself is nothing more than advertising…telling people what you are (to them). It’s the planks that carry the water — that make believers out of consumers.
The brand claim is strategic, not creative. That’s to give creative teams the ability to connect with culture in a timely fashion. To make ads that are more motivating and lively. Perhaps more fun and memorable. But I’ve had a run lately of brand claims that have become taglines. Partly because they are short. Maybe offering a bit of poesy. (Not my words a colleague’s.)
While on this roll I seem to have settled on shorter claims. More pregnant claims. Even two word efforts. And I think is may be bleeding into the area of creative, which is not my day job.
Sometimes longer and more explicit is better. So long as it is not a compound sentence or filled with conjunctions. One idea yes. Explicit yeser.