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How to Write Taglines That Double Sales

Two Customer Types

Taglines for products and brands are everywhere, but often they don’t get the attention they deserve. A variety of research shows that one phrase slogans can have a profound effect on how customers see the product. One key factor in crafting that phrase is matching its content to the customer’s mindset, and in particular to two important consumer motivations: prevention and promotion. […]

By |December 28th, 2011|

Simple Slogans Double Sales

We think of brands as amazingly powerful. People prefer whatever cola they are drinking, as long as it’s labeled Coca Cola. People pay lots more for a Ralph Lauren Polo shirt than a generic shirt of identical quality. And while the brand rarely changes, slogans are treated as ephemeral and tend to be changed much more frequently. But, to resurrect an old Coke motto, what if a brand’s slogan was the REAL thing?

Think of a brand that is all about saving money… how about Walmart? Surprising research shows that consumers exposed to the Walmart name might actually spend less than those exposed to the store’s current slogan, “Save money. Live better.” This curious finding was replicated with other stores and slogans by a team of researchers from Miami, Hong Kong, and Berkeley. […]

By |April 21st, 2011|

College Branding: Taglines

One of the great things about social media is that a conversation can be extended quickly between sites and even continents. Such was my experience with my College Branding post. The first extension of the conversation was by Lou Caravella of Vital Communications, who wrote a blog post citing mine as inspiration but identifying a fascinating resource I hadn’t seen before and providing his own take. […]

By |July 29th, 2009|