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Do brands and enterprises need tag lines? As with most questions pertaining to marketing & advertising, the precise answer would be ‘it depends’. The death of the tag line has been written about in trade portals for years now. The thinking behind this approach could be the need for ‘flexible branding’ – in which they present different identities to express their range or a targeted brand strategy, in which they target specific brand messages to…

A brand’s unique property may include its logo, a jingle or sound mnemonic (called sonic branding) a font, colour, tag line or a brand mascot. Surprisingly, not many brands work with a long-term view to create a distinct brand property. The way a ‘product window’ (industry speak for the cut-way segment in an ad which shows ingredients or how they work) is shot or the use of a celebrity cannot be a sustainable, unique property.…