Tagline, necessary or not?
Question submitted by Tricia Knigge from travelleaders.com…
Ten months ago my company went through the rebranding and name change process for one of our lines of business. The name we selected for our flagship travel franchise brand is Travel Leaders (www.travelleaders.com). Given that the name is very literal at the time of launch we felt a tagline further explaining our business was not necessary. Through the rebrand and naming process we developed strong positioning, messaging, a brand promise, imagery and logomark to represent the new brand. The tagline topic continues to be brought up by executives therefore I’ve been tasked with writing a recommendation about whether or not a tagline is necessary. Please let me know your opinion on having a tagline, is it necessary or not? If possible reference any articles, white papers, etc that you’ve read/written on the topic that may be useful.
May 4th, 2009 at 10:01 pm
Tricia,
It’s true you don’t need a tagline to explain what your corporation does. But that doesn’t mean a tagline wouldn’t be helpful or illuminating or motivating. Here’s a quick-read article that may help: it’s from the eNewsletter that I edit:
Taglines: Your Brand in Shorthand
http://www.larsen.com/news/insights/writing/26/
November 19th, 2009 at 1:51 am
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