You know what's insanely difficult?
Being succinct.
Seriously ... it's ridiculously hard. If you don't believe me, just grab your favorite copywriter and ask.
But do you know what's even more difficult? Expressing a complex emotional concept in just a couple of words. In other words, coming up with a tagline. Yeah, it's a head-scratcher.
But that's why we have a lot of respect for these brands that did it right. They figured out how to convey their value proposition to their buyer persona in just one short sentence. And a quippy one at that! Not too shabby, at all. So if you're looking to get a little tagline inspiration of your own, take a look at some of our favorite company taglines -- from past and present!
1) Just Do It
Instantly, the message began to resonate. It was no longer about just a shoe or a pair of shorts; it was about a state of mind. You don't have to be an athlete to be in shape or tackle an obstacle. If you want to do it, just do it. That's all it takes.
But there's no way Kennedy+Weiden, the agency that established this tagline, could possibly have guessed that that is the direction Nike was headed when the company first debuted. This tagline's proof positive that a brand needs to give itself time for a tagline to marinate before anyone can truly understand what it means to its audience.
2) Think Different
It only took moments before this tagline was plastered everywhere and people began to realize that with an Apple computer, they weren't just using a computer ... they were unique. They were innovative. They were tech-savvy. They were everything they always wanted to be, because they had this simple machine to guide them. And even today, despite the tagline being retired, Apple users feel a sense of elitism and creativity for being among those who think different.
3) I'm Lovin' It
That's right, the "I'm Lovin' It" campaign didn't launch until 2003, but still stands tall in 2012. Despite how poor their food may be for one's health, when people eat McDonald's, they can't help but love it. The McDonald's tagline doesn't promise you that you'll actually get any benefits from eating their food. It doesn't tell you that they care about your health or your favorite flavors. It simply claims that when you eat their food, you'll love their food. There's not much more to it.
4) Can You Hear Me Now? Good.
Here's another brand that took its time coming up with something that truly resonated with its audience. While Verizon was founded in 1983, they continued to battle against various phone companies -- AT&T and T-Mobile stand out as two of its strongest competitors. But what makes Verizon different among these other companies? Oh! No matter where you are, you have service. You may not have the greatest texting options, or the best cellphone options, but you will always have service. And boy does this promise stand true. Just move a little to your left or right, and someone will be able to hear you. This tagline appeared in 2002, under the umbrella of "we never stop working for you."
5) Because You're Worth It
Yeah, I am worth it. Who doesn't want to feel that? L'Oreal realized that when women wear makeup, they want to be beautiful. They want to feel desirable, wanted, worth it. And by supplying the makeup that isn't out of the reach of most women's pocketbooks, L'Oreal was showing women that anyone can be "worth it."
With this tagline, it was no longer about the product, but about the image -- the image the product could get you. But by focusing on the latter, L'Oreal was able to push it's brand further, and give the entire concept of makeup a much more powerful message. Because hey ... you're worth it.
6) Got Milk?
While everyone knows the infamous Got Milk? campaign, not everyone remembers that it was launched by the California Milk Processor Board (CMPB) the same year the campaign launched. What's interesting about this campaign is that it initially launched to combat the rapid increase in fast food and soft beverages. The CMPB wanted people to revert to milk as their drink of choice in order to sustain a healthier life. And what better way to catch people's attention than by suscepting them to the desire to make a milk mustache? The simple words "Got Milk?" scribbled above celebrities, animals, and children with milk mustaches became one of the longest lasting campaigns ever. The CMPB wasn't determined to make their brand known with this one ... they were determined to infiltrate the idea of drinking milk across the nation. And these two simple words sure as heck did!
7) Melts in Your Mouth, Not in Your Hands
This is one brand tagline that didn't need much time before realizing its core value proposition. At the end of the day, chocolate is chocolate. How can one piece of chocolate truly stand out from another? By bringing in the convenience factor, of course! This particular example highlights the importance of finding something that makes your brand different from the others; in this case, the hard shell that keeps chocolate from melting all over you.
8) Betcha Can't Eat Just One
Seriously, who has ever had just one chip?! And while this tagline stands true for other snack companies, Lay's was clever enough to pick up on it straight away and use it to their advantage. Because when it comes time to indulge in Lays, you have to munch away until the bag is empty. It's truly uncontrollable.
Lay's tapped into our truly human incapability to ignore crispy, salty goodness when it's staring us in the face. Carbs, what a tangled web you weave.
But seriously, notice how the emphasis isn't on the taste of the product. Because at the end of the day, there will be other brands who taste good. What Lay's was able to bring forth with their tagline is that totally human, uncontrollable nature of snacking til the cows come home on some salty goodness. Oh man, who wants a bag of Lay's right now?
9) Tastes So Good, Cats Ask for It by Na
me
Meow meow meow meow ... who remembers the catchy tune to which cats meowed in commercials for Meow Mix? Meow Mix released a simple but telling tagline, "Tastes So Good, Cats Ask For It By Name." It plays off the fact that every time a cat meows, he/she is actually asking for Meow Mix! The tagline was clever and successfully planted Meow Mix as a standout brand in a cluttered market.
10) All the News That's Fit to Print
This is personally my favorite. The tagline came into existence in the late 1890s as a movement of opposition against other news publications printing lurid journalism. The New York Times didn't stand for sensationalism, but rather important facts and stories that would educate their audience. They literally deemed their content all the real news fit to print. This helped the paper become more than just a news outlet, but a company that paved the way for creditable news. The New York Times quickly became a thought leader in the journalism world, and continues to be one today. The company didn't force a tagline upon people when it first was founded, but rather created one in a time where it was needed most.
HubSpot's new tagline is "For the Love of Marketing." Do you have your own tagline? What other brands' taglines do you love?
Image credit: JD Hancock
Inbound Marketing Blog Feed
Ayesha Amilon 9:07 AM on August 31, 2012
I think Nokia (phones) had a great tagline:
Connecting People
Linda 9:14 AM on August 31, 2012
Yellow Pages - Let Your Fingers Do the Walking
Federal Express - When it absolutely, positively has to be there overnight.
Nikhil 9:19 AM on August 31, 2012
Accenture
"High Performance Delivered"
Syntel, Inc 9:25 AM on August 31, 2012
"Consider IT done"
George Rivas 9:30 AM on August 31, 2012
Our company, AnyLogic, sells simulation modeling software. I leverage computer modeling and the cliche of geeks w/o grilfriends to develop our tagline.
"We work with SuperModels"
Susan 9:34 AM on August 31, 2012
We are a restoration company dealing with fire, water, mold, etc. in both residential and commercial properties. I happen to love our own tagline:
We Restore. You Recover.
Keith 9:40 AM on August 31, 2012
Lifestyle Lift...Do it for yourself!
Joe Ferris 9:41 AM on August 31, 2012
The tag line for Saddleback Leather in Texas is: They'll fight over it when your dead".
Love that.
Denise 9:47 AM on August 31, 2012
I really like all of these taglines - clever and concise! Our firm (ARGI Financial Group- www.argi.net) offers investment services and comprehensive financial & life planning. Ours is "Plan your future. Live your life." Thanks for the opportunity for a shameless plug! :)
Andy Biegala 9:47 AM on August 31, 2012
At the risk of blowing our own trumpet here is ours:
"Bringing businesses Together"
Dan'l Mackey Almy 9:47 AM on August 31, 2012
No doubt these are great taglines. It also important to note that part of the reason we know these taglines and consider them great is because they not only are succinct but they also have enormous budgets to support them.
William Davenport 9:52 AM on August 31, 2012
Can't argue with the top 10 (too much). There's always "Good to the last drop". Maryland Club Coffee let their quality slip though, and people no longer thought what used to be the #1 coffee brand was that good anymore. MC was recently sold to Farmer Brothers. I that's a lesson for everyone. "The quality goes in before the name goes on."
By the way, like other posters here I like my tagline too. We're a small batch artisan coffee roaster so we chose this to differentiate ourselves: Made by a family, not a factory.
Anum Hussain 10:00 AM on August 31, 2012
Awesome taglines!
But I must say, George, yours made me laugh out LOUD. Awesome work!
Drewry 10:03 AM on August 31, 2012
thinking outside the box is always a good thing, simply because it shows you're an independent and innovative thinker :-)
Jon Knight 10:09 AM on August 31, 2012
"When all you want it to do is what it's supposed to do."
I've used this one since the late 90s in my work as an independent IT and web consultant.
Matt Sawyer 10:15 AM on August 31, 2012
Mad River Glen Ski Area in VT. Best Tagline in skiing.
Mad River Glen "Ski it if you can"
One place that should be on every Eastern skiers hit list.
Jeff Hall 10:16 AM on August 31, 2012
We help companies realize their customer experience potential. Our agency has helped refine our tagline over the years to "Next level brand performance." http://www.second-to-none.com
Neha Khanna 10:18 AM on August 31, 2012
I like Audi's tagline.. "Never follow."
Harry Wilson 10:28 AM on August 31, 2012
Like a good neighbor
guillo 10:28 AM on August 31, 2012
We run a local travel website showcasing the not so common touristic attractions in Puerto Rico, places the common tourist would not normally get to visit or places not published or advertised by the Puerto Rico Tourism Company.
Our site is PuertoRicoDetour.com ( http://prdetour.com ) and thus we created our tagline portraying just what we offer: "Detour from the Ordinary"
Debbie 10:32 AM on August 31, 2012
I like AIM International's tagline "Nutrition that Works" because it really does! :)
But then there's my very own tagline for my tea and herbal blends... "Delicate Enjoyment"
Jerry Tindel 10:35 AM on August 31, 2012
We mow over 40,000 a lawns a year in Austin, TX. Our company is Cutting Edge Lawn Care. Our tag line is "Where customers are first- ALWAYS" Do any of you have a better suggestion for us?
Charlie 10:38 AM on August 31, 2012
Ask's (Ask Jeeves') tagline
The find engine
was perfect. I don't know why they don't use it any more.
Christopher LoDolce 10:44 AM on August 31, 2012
"Once you pop, you can't stop"
Justin 10:44 AM on August 31, 2012
We just went through a rebranding at Wilderness Medical Associates, where we provide medical training for those in remote environments where 911 isn't an option...
Face any challenge, anywhere.
Jane 11:05 AM on August 31, 2012
The World's Greatest Skiing. CMH Heli-Skiing.
Todd Cherches 11:11 AM on August 31, 2012
Our company is called BigBlueGumball and we do management, leadership, and presentation skills training and coaching in a very unique way. So we always try to live up to our tagline: "We make training entertaining."
Chris Nahil 11:16 AM on August 31, 2012
Great tag lines can be transcendant, but they are also hard to create AND communicate sufficiently over time. I've seen way too many companies large and small get totally sidetracked in an effort to come up with the next "Intel Inside" or "The Ultimate Driving Machine." Unfortunately, these companies equate a tag line with "branding" -- full stop -- while other less snazzy aspects of brand marketing go wanting. That said, a great tag line can be a strong complement to a comprehensive marketing plan. I do love that Saddleback Leather tag, though.
Todd Cherches 11:20 AM on August 31, 2012
Nice post! Not to be nitpicky, though (because everyone hates nitpickers :), but the Lay's tagline (#8) should actually be "Betcha can't eat just one." Just goes to show how ingrained this slogan is to notice the minor and very subtle flip-flop of two small words ("eat" & "just") that changes its rhythm. And now I really need a potato chip... or two.
Jason 11:21 AM on August 31, 2012
MaaS360
We do IT in the cloud.
These t-shirts fly out of our trade show booth. The best part is when someone says they're getting it for their kid.
AnnamariaK 11:23 AM on August 31, 2012
I think Master Card hit right on target, emototional one. "There are somethings you can't buy, for everything else there is MasterCard." Annamaria Karcz
Simon Hamilton 11:36 AM on August 31, 2012
Hi all!
Three things:
1) The M&M's used to be the British "Treets melt in your mouth, not in your hand"
2) Jerry Tindel's "Where customers are first- ALWAYS" Do any of you have a better suggestion for us? Sorry to be brutal, but yes, throw it out
3) So now sticking my neck out :o) (I interpret focus groups for market research): "Helping you understand the French"
Jessie 11:38 AM on August 31, 2012
Give me a break. Give me a break.
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James 12:06 PM on August 31, 2012
My all time favorite is The Salvation Army tagline from a few years ago: Soldiers of Misfortune
Lula 12:10 PM on August 31, 2012
"Reach out and touch someone"
Kim Phillips 12:16 PM on August 31, 2012
@William: "Good to the last drop" is Maxwell House.
tiki 12:17 PM on August 31, 2012
DOUBLE A "Beep Beep" MCO
@Thubten 12:26 PM on August 31, 2012
THANK YOU, for auto-filling my info when I download your e-books! I requested that recently, and it makes a HUGE difference.
Deb Cinkus 12:54 PM on August 31, 2012
Our tagline is "Joomla! Innovation Refined". We do web development and our specialty is creating complex web applications and integrations for Joomla Content Management system websites. Our style is very deliberate and detailed, hence the "refined" part of the tagline.
Our company name is Polished Geek, so we used to have a longer tagline "The Polish of business, the power of Geek." But it came across as too vague, and we had one too many people ask if we were located in Poland... LOL.
SCOTT JOHNSON 1:41 PM on August 31, 2012
IF YOU DON'T GET IT, YOU DON'T GET IT.
Michael Kieloch 2:29 PM on August 31, 2012
Perhaps I'm biased because I'm a U.S. Marine, but:
The Few, The Proud, The Marines.
...seems to have certainly both stood the test of time and resonated with its audiences. It also keenly characterizes the nature of the Marine Corps and its culture in one simple sentence.
Ana Chamorro 3:02 PM on August 31, 2012
My company MyNetworkOne.com builds local community networks to (1) help local small businesses thrive, (2) bring great deals to the local consumers and offer a way for the business owner to connect with their customers, and (3) give back to the local groups, charities and non-profit organizations...our tag line is "The Everybody Wins Network"
ONEWEIRDWORD 3:16 PM on August 31, 2012
I get a pain every time I hear "Just do it". Clients are always asking for "something as strong as 'Just do it'". But they don't have the Nike-sized budget to support it - nor do they actually have the stomach for something that clean and direct. All they really want is magical results.
Mairi MacLeod 4:18 PM on August 31, 2012
Surprised that Kit Kat didn't feature,
Have a break, have a Kit Kat. Love that one.
How about 'want a Quality Life seek Solutions' I'm toying with this!!
Sarah 4:33 PM on August 31, 2012
We love our own tagline, too! We make day planners--you know, the kind made out of paper that you write in with a pen or pencil? Yes, we are still alive and very much kicking!
"Oh, the plans you can make!"
And, Jerry with the lawn service--you should do something like "Make your neighbors GREEN with envy!" ;)
Nate Nordstrom 6:17 PM on August 31, 2012
Effective modern marketing.
This is my company slogan - BrandHoot.
Excellent top 10 list!
Elana Bowman 7:02 PM on August 31, 2012
Mine's Be Aware of Wonder for my social media and training business Social Status. I loved coming up with this- I find that it motivates me.
Laurel Simon 7:23 PM on August 31, 2012
Although I don't know which company in particular this is for, I always remember this one for a plumbing/septic tank company:
We're #1 in a #2 business!
Glamorous Doodads 8:59 PM on August 31, 2012
We struggled/are stuggling with a tag line but have a great one it's just a little long. Glamorous Doodads designs and hand crafts wine carriers that are very unique. Our tag line is:
Don't serve your wine naked...dress it up!
It definitely gets attention!
Karen 9:01 PM on August 31, 2012
For Jerry with the lawn service. Our side of the fence is always Green.
Cara Ranieri 9:10 PM on August 31, 2012
A local sanitation service: Our business stinks but it's picking up.
That one oddly sticks in my head although it is a bit long
Tun Nyein 11:04 PM on August 31, 2012
Definitely excellent article.
David Mc 12:20 AM on September 01, 2012
STAR Vanpool's is "To and From Work. Direct."
Botch 12:27 AM on September 01, 2012
I operate a stretch limousine business and have just started using "I LOVE BIG ONES" which is causing a lot of laughs and really gets people talking about what it actually means!
Ken lim 1:29 AM on September 01, 2012
Acura - Precision crafted performance ...best ever
Home Depot -you can do it, we can help...can't believe they stopped using this beauty!
Tru Bruchez 12:42 PM on September 01, 2012
Looking at the suggestion for Jerry from Karen - I like the idea....but maybe "Keep [or Keeping] your side of the fence greener!"
Carlos Lee 4:53 PM on September 01, 2012
We Try Harder. I think from AVIS rental cars.
Kerry 9:54 PM on September 01, 2012
Hey Jerry,
How about "A cut above the rest."
Or...
"Get mow for your money."
Nancy Solomon 11:57 PM on September 01, 2012
I am absolutely crazy about the stuff I get from HubSpot. What a pleasure. And whenever I feel stuck, I read something from you or Calvin Trillin. Thank you SO much for bringing joy and conversation back to copywriting. And Jerry, I agree with our colleagues. Almost anything is better than your current tagline. I imagine the benefit you and your crews provide is to make your customers' lawns look great and all they have to do is pay you and accept compliments. It might be nice to find a tagline that reflects that. Good luck. Taglines are challenging. It's possible that your customers already say something about you when they recommend you to other people. That would be a good place to start.
Bilal Budhani 1:52 AM on September 02, 2012
I saw a local cab hiring service tagline which was supa effective and got stuck in my mind
Don't reach. Arrive.
I loved it.
Janice Tippett 6:14 PM on September 02, 2012
Great list. Love the Washington Post "If you don't get it - you don't get it."
Stan Quinn 8:07 PM on September 02, 2012
We recharge toner cartridges.
'We Keep Your Business In The Black.'
Gordon Wright 10:28 PM on September 02, 2012
Mazda: Zoom Zoom
Space Chimp Media 10:35 PM on September 02, 2012
Dominos - Fresh Hot Pizza in 30
Minutes or Its Free
Nazmul Alam 12:58 AM on September 03, 2012
I love McDonald's Tagline most. It clearly express one's feelings and love who experienced the taste of Big Mac!! We have our own Tag line for CyberNetikz which is "Innovative Thoughts" emphasizes on creativity, new ideas and possibility by engaging dynamic & creative minds.
deepsom 4:43 AM on September 03, 2012
Hey would you mind letting me know which webhost you’re utilizing? I’ve loaded your blog in 3 completely different web browsers and I must say this blog loads a lot faster then most. Can you suggest a good internet hosting provider at a honest price? Thank you,I appreciate it!
Pat Murphy 6:04 AM on September 03, 2012
Ronseal "It does what it says on the Tin" is another tagline that's now used in general conversation, as is The Carlsberg " If Carlsberg did...."
I like our own company (http://www.smartheat.ie tagline)
"the way to a warmer home"
Bill 12:43 PM on September 03, 2012
We have an amazing tag line:
"driving customers to your website"
Which is exactly what we do :0)
Maria 1:35 PM on September 03, 2012
These are a great top 10! They absolutely nailed it....and in just a few words. But a few "right" words. I agree with you that being succinct is the hardest thing. However when done correctly, it's simply awesome and eternal branding.
Mike Behr 2:07 PM on September 03, 2012
Great post! I agree with one of the other commenters that MasterCard should be in their with priceless campaign which has run for well over a decade "...for everything else theirs Mastercard"
Micahel 5:30 AM on September 04, 2012
My always favorite : Just Do it. Nike is the number 1 on this one.
Kristen 6:34 AM on September 04, 2012
I developed a social networking iPhone app called Thinking of U (we call it TofU for short). It's to keep track of your friends' favourite things so you know exactly what would make the perfect gift for them when it's their birthday or if you're just thinking of them for whatever reason. The tag line is: Thinking of U... it's what friends do. The website is www.tofuapp.com (thank you for the plug opportunity!)
For Jerry at Cutting Edge Lawn Care: I like Kerry's suggestions. Here's another one: We cut. We edge. We care.
Stan Quinn, I love yours too!
Kathryn Roy 8:23 AM on September 04, 2012
Note that all the company's shown are B2C. Many B2B companies make the mistake of a cute tag line that is meaningless to prospects and clutters up their materials. A better approach for most B2B companies is a 7 or so word descriptor that describes what they do and for whom.
Anum Hussain 9:38 AM on September 04, 2012
Thank you all for your amazing comments! I LOVE the suggestions for the mowing company! "Mow for your money" def made me laugh-out-loud.
@deepsom, we use the HubSpot CMS! I use it for my personal blog as well as HubSpot and find it very easy. It also integrates with the rest of your marketing efforts. Here's more info: http://www.hubspot.com/products/content-management/
Lynn Dalsing 1:57 PM on September 04, 2012
Great post! I love thinking about what brands pack into their taglines. I also particularly like the "There are some things money can't buy. For everything else, there's Mastercard."
We shared this in our roundup of email and marketing news at http://blog.ividence.com/en/archives/news-note-inbox-september-4-2012
Joel @1SMS.asia 11:25 PM on September 04, 2012
Meow Mix could have been replaced by a more globally recognized brand like Nokia or, yes, FedEx.
Great list, though. Makes your head spin with so many ideas for taglines and slogans.
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Edmonton mover 8:43 AM on September 05, 2012
oh that is uppercase shorthand, i am accomplishment to scissure to added city and was worried some all, i was worried how i give bundle all my national nonsensicality. but then i got aim of exploit support from jock pakers and movers. hoping for all innocuous day. :)
Tim 9:49 AM on September 05, 2012
FYI, Lay's tagline is "Betcha Can't Eat Just One" You flipped Eat and Just.
Pamela Vaughan 9:53 AM on September 05, 2012
Whoops -- thanks, Tim! All fixed :)
Carol Deckert 4:12 PM on September 05, 2012
My tagline is
Your Networking 911 Coach
iD Tech Camps 11:54 AM on September 06, 2012
iD Tech Camps tagline is "Do Something Big"