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Hmm.. EY is leading in something at least
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Chief
Don’t fall into the trap of looking for puns or idioms. Sometimes they work, but usually they feel stale and overused.
Start by doing research. Find out what’s actually special or unique about the brand. A good insight will lead you to a great tagline faster than synonyms.com will
Chief
If it’s a true tagline that’s supposed to last multiple years across multiple different campaigns, it should be about what the brand stands for / is all about.
If you’re just looking for a line for a single ad campaign, then you can write something a little less broad.
Pro
Present really simple lines but get really excited about them. See if people eat up the hype.
Chief
Just do it ; )
My tip is to go look up ads. Jot down or screenshot the taglines you like. And then use those as a North Star for what you want to do.
There’s no word or alliteration or idiom that’s gonna help - or maybe there are, but it can only be determined through the context of what you’re trying to express.
First figure out what you're trying to say, then figure out ways to say it.
Also I have a Google doc where I've collected a bunch of brand lines, dm me if you'd like to see it!
A simple ear worm that is true to the brand
Proof read your own writing first.
Know what you want to express first.
What’s the brand really about? Not what they do or sell. What does it enable for its customers? Then just say that in a way that’s super clever or really honest and a bit surprising (“just” undersells that so so much).
Write a hundreds of carefully crafted ones then read them to your art director. They’ll say, “why don’t you just say xxx” and 9/10 it’s way better.
Flop everything you’ve just written. Sometimes impossible really is nothing.