A great tagline can stay in people’s minds for decades and shape the identity of a brand, making it instantly recognizable. However, some taglines stay with the times, while others fade away very quickly. It all depends on simplicity, emotional connection, and long-term relevance.
Often, those taglines which last are the short and catch ones which the mind retains with ease. “Just Do It” from Nike and “I’m Lovin’ It” from McDonald’s are a prime example – concisely written yet leaving one with a message. Complicated taglines just fade into the background of minds.
It all also has to do with the emotional. If the tagline reaches a level deeper inside of peoples’ heads, then it creates a strong bond between the audience and the brand. De Beers’ “A Diamond is Forever” taps into love and commitment, thereby making it truly forever relevant. Without an emotional trigger, the tagline will just be one other phrase that gets lost in the noise.
Longevity also depends on how well a tagline aligns with the brand’s core values. Coca-Cola’s “Open Happiness” remains timeless because the idea of joy and refreshment never grows old. In contrast, taglines based on trends often lose relevance as consumer preferences shift.
Consistency is the another factor. A tagline is remembered by being repeated time and again in various media channels. Brands who keep changing their messaging tend to lose their identity and the recognition as well.
If the tagline of a brand is such that it has the elements of simplicity, emotional appeal, and centrally circles the very soul of a brand, then it tends to create a legacy that spans generations.
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