On a recent outing to a fast food restaurant my 12-year old son stated that the phrase that Taco Bell uses "Think Outside the Bun" is pretty good.
So I asked him what does this mean? He said "Taco Bell is trying to be different than everyone else - that you just don't have to have burgers." Well that pretty much sums it up very effectively for the Taco Bell brand experts. The impression that their tag line has made with my son is spot on and I'm sure that are thrilled each and every time someone reiterates their thoughts on this tag line. It's simple and it is very clear and gives Taco Bell a clear point-of-difference in the marketplace.
Tag lines are definitely very powerful when they hit the mark. Whether it's the classics like - "Just Do It" by Nike and "Think Different" by Apple. Lines like this are worth millions for their brands and provide terrific messaging platforms to communicate to their guests.
The cool thing about a great tag line is that it can work for a big or small brand. And good tag lines can be timeless - like Hallmark's classic "When you care enough to send the very best" or from Trix Cereal "Silly Rabbit Trix are for Kids".
Tag lines are very important when you are building a brand - so take the time to uncover a powerful one.
What's your favorite tag line?
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