Do you have any advice for coming up with a tag line for a huge legacy brand? It needs to work on its own and not tied to any specific execution.

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Every tagline needs to work on its own. Research some of the best taglines in history, try to understand them, and go from there.

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Yes. Write an f-ton of them. The good stuff will bubble to the top. I like to create a deck with a logo and line of type locked up. If it is a huge legacy brand you likely have 5+ rounds of lines to write so get to it.

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There was the copywriter working on BMW she wrote 800 headlines to get to 8 or something like that.

https://appliedcharmspring2017.wordpress.com/2017/02/13/sally-hogshead-and-the-800-headlines/

Goes for headlines and taglines too.
Quantity leads to quality.
Get all the expected stuff out.
And keep going…
Look for new interesting connections
Twist the language and keep going

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Use claude

It’s a balance of brand/product specificity and white space. Needs to be open enough to not box you in to certain executions, but specific enough to reflect a core brand/product attribute or value.

Just Do It

It would be a bad ask if it was different

Start by thinking of the associations or emotions that you think of when you hear that brand name and what needs or desires it meets for the target audience.

always think about it like a 5yo needs to be able to understand what you’re talking about

Read hey whipple

You’re already doing that? Damn son

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