tagline

THE TAGLINE CONUNDRUM

I stunned a client recently by telling them that I didn’t think they needed a tagline. If you’re not familiar with the term, it’s a brief phrase that is supposed to crystallize what makes your business unique, different, or interesting. It’s similar to a slogan, and the best taglines tend to be on the clever side. Some even use wordplay.

There’s a belief out there that every business must have a tagline, and I’m not sure why. I suspect one of the reasons is the success that Nike had with “Just do it.” On many occasions, companies have asked me to develop taglines that will be just as impactful and memorable as Nike’s. Usually, I’ll politely turn down the work.

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