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A CD I worked with once said that you know it's a good tagline if you want to get it tattoo'd. Probably applies to some brand categories better than others though.
t-shirt test is more like it. “would you wear a t-shirt with it printed on it?”
anybody that gets or would want to get a tag line tattooed on them is an idiot.
Just look up puns of whatever the product you are selling
Sorry you must not work at my agency, that’s all we do :D
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If I am concepting a new campaign I often write lines that I feel capture the brief succinctly. If one of them feels big to me and my partner, I write a premise off of it and see if that feels like it’s an open territory. So, basically backwards. Start with a great tagline and build up. Otherwise it is just writing a lot of lines until you get some great ones. My best advice is keep going back to the brief and the brand personality for inspiration.
Rolls off the tongue and has legs. Can you write against it? Is it concept feeding? Is it strategic? Is it sticky? Does it payoff the concept? Can it be a forever punchline?
I do research for hours. And then once we have a concept, I sit down and just start furiously writing every thought I have about them as if I were just describing them to a friend. Who they are, what they believe in, what they want the world to look like, what they want to do & what they want others to do, on and on. After I have paragraphs, I’ll go back through & pick interesting thoughts out of the lineup. Don’t always have to do that, but if I’m stuck that always works.
Say it straight, then say it great. Works for headlines and tag lines alike.
Best advice
Taglines are a dead thing now. I don’t know why we still write them.
Thanks for comments without calling me an idiot lol.
I start off writing down whatever comes to me, then I write tags that answer a series of questions. What does the product/brand do? How does it make you feel? How would you describe it to a friend? Stuff like that. I find the initial brain dump gets rough ideas out and the questions can help refine and explore different angles
For me a good tagline captures a feeling.
This. A great “tagline” is not a catchy phrase. It is a feeling and a big idea boiled down to its simplest expression.
I think the easier part is to write a catchy/memorable line in my opinion. The unbelievably hard part is to find the right feeling and point of view that is also an unquestionable truth for the brand. And also to make sure this point of view is aligned with every product, every action, every message, everything the brand does.
That’s what separates the IBM Build a Smarter Planet and the Nike Just Do It and the Apple Think Different to any other shitty meaningless/tagline out there.
Also, great campaigns don’t need tag lines but definitely need that big idea.
does it convey an idea? Ideally, in very few words
Often any time you’re writing taglines, you’re writing headlines for the same project. I look for interesting crossovers between the two.
You also must think of how it resonates through the eyes and ears of your audience. You want them to connect with it.