Is Tagline Marketing the Key to Marketing Success

Irrespective of whether you are a 90s kid or an 80s or 00s, there is no denying the fact that each of us has this tendency of remembering the taglines of famous or commercial brands, irrespective of whether we use the brand or not. For instance, the moment someone says Asian Paints, the first thing that comes into mind is ‘Har Ghar Kuchh Kehta Hai!’ or Nike, whose ‘Just Do It has gone beyond inspiring generations across the globe. Even for a national brand like Amul which is renowned for its plethora of products, it is still the ring of ‘Taste of India’ that adds the completion to their brand identity.

Taglines have through the centuries, come to be such an integral part of the brand visual identity that even in this era of social media and digital marketing, many of the brands seek to establish their presence through taglines which not only reflect the ethos or belief of the brand, but also in a single statement expresses the core operations or specialty of the brand itself. For instance, the tagline of @WestinHotels, ‘For a Better You’ is built on the foundation of 6 pillars of rejuvenation and healing, namely Sleep Well, Eat Well, Stay Well, Work Well, Play Well, Feel Well and Move Well. With the tagline summing up the entire quotient of providing a wellness retreat to the experience to the guests to facilitate their getting better, it is interesting to observe how the tagline adds to the vision of the brand itself. Taglines are not essentially slogans. They are more prominently the one line that adds to the notion of the brand, making it resonate it with its target audience while carving a niche for the brand. So, a tagline like True Indian Luxury for the Leela hotels adds to the brand value of being a luxury Indian hospitality brand across the country but also mirrors the service excellence standards and the ethos of the luxury Indian brand. Taglines also tell a story about which is that one thing that as a brand or company, one might be absolutely specialized in. For instance, the tagline for Khyathi themselves is to ‘Do the New’ which is commemorative of the brand practices of thinking beyond perpetual marketing to find better solutions to brand positioning and growth, highlights the fact that Khyathi specializes in unconventional marketing, especially when it comes to luxury hospitality brands.

Having stated the same, the question remains the same how do you believe taglines add to your brand growth and success story and what do you think about being done with taglines in this era of social media, and how does it add to your brand growth? Let us know in the comments.