I was presenting my strategy framework earlier this week and as part of my preso used examples of actual brand strategies (claim and proof planks). One of the claims presented ended up being a tagline for the company. When I shared this brand claim/tagline with the group a couple of people reacted by saying “That doesn’t sound so differentiated. That feels like other marketing claims.” And they were right.
The reality of brand claims and taglines is they just lie there unless you prove them. Every day. With the brand claim in question, the purchasing CEO and work team loved it because it reflected their key value like nothing they’d ever heard before. Plus it was aligned with a key customer care-about. The 3 proof planks supporting the claim were so business-winning, so strategic, that the claim/tagline struck them like a lightning bolt. They were willing to go to war based on this organizing principle. Were the three words below the logo people have never seen before? Nope. Were they poetic to the masses? Nope. But they struck a chord among the senior team. And motivated that team to new levels of marketing awareness.
We have become inured to marketing lyrics and taglines for tagline’s sake. When taglines are the craft of the ad agency they often fall short. When they come from a deep-dish brand strategy, they can last and last. Peace.