Slogan, signature, tagline: all equal?

almost 3 years ago (Edited)

Dear Hivers

Far from me the desire to cut the hair in four but it seems useful to me to distinguish well the advertising terms which one uses a little indiscriminately.

Power lines are the words that sells brand and genrate profit. Sometimes they can be a history , deals with this subject in depth. If he talks about high voltage lines powerlines are the lines created to amke a brand, it is because they are so clever and convincing that they immediately stand out when we talk about a brand, a product, a person or a place. And if he goes so far as to assert that some of these sentences change history, it is because in any case some have left their mark forever. Who does not remember McDonald's, kfc etc

In marketing, these lines of force are one of the most powerful tools there is. Slogans such as A Diamond is forever De Beers or What else? Nespresso are etched in our memories.

Let us now examine two particular lines of force to better understand their specificities.

Signature

The signature of a brand is the modern variant of the motto. It carries the vision of the company, announces its mission, summarizes its positioning, expresses its personality; it specifies one or the other aspect or all at the same time. So it's a little phrase with great effects.

Examples: driving pleasure BMW, Think different Apple, Connecting people Nokia
Often, it reinforces the logo. Because a name and a logo don't say everything. And the signature - called tagline in the US and baseline in the UK - complements the brand's promise. In some cases, the signature has even become so strong that it can live on its own.
Examples: Just do it. Nike , das Auto VW etc.

This is how all this factor affect the brand and sales.

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