The Truth About Taglines
You’ve probably heard about a thousand taglines. There are good ones. There are bad ones (looking at you Charmin). But what exactly is a tagline? A tagline is a short, memorable description that succinctly and clearly communicates your brand’s message. I think the best ones are honest. In our 16 years in business, Madison+Main has created some honestly good taglines for our clients. Our clients at Atlas 42, an event venue in Innsbrook, recently got a new tagline “Big Moments Deserve Small Details.” For Virginia Grown, we created “Deep-Rooted in Virginia.” Some of my other favorites we’ve created are:
CowanGates: In Any Case
Shore United Bank: We Get It
First Bank: There’s Power In One
YardWorks: One Yard At A Time
The best tagline I ever pitched was CareerBuilder “Find A Better Job,” which I thought was very honest, since research showed 85% of job seekers already had a job, but the client went with “A Better Job Awaits.” The company has had four new taglines since. The newest, “We’re Building For You,” is OK, not great. Well, not as great as mine was.
A good tagline can communicate your brand’s core message clearly, succinctly, and most importantly, in a memorable way. Great taglines become the most memorable parts of a brand’s identity. Look at Nike (“Just Do It”) or Disneyland (“The Happiest Place On Earth”)! Your tagline should be short, sweet, and simple while telling your brand’s story.
Peloton is a company that is racing to revitalize its struggling brand image, so they recently revealed a new tagline — “Motivation That Moves You.” The brand was once highly respected but has recently dealt with declining stock value (90% loss in the last 15 months) amid multiple recalls and terrible press. I doubt this tagline will do much to rescue the brand.
Recently, some of our “more seasoned” staff members shared some scenes from a very funny 1990 comedy starring Dudley Moore and Daryl Hannah, Crazy People. Moore’s character is an ad man who has a revelation and begins creating incredibly, and uncomfortably honest, ad campaigns. That got me thinking…what if some of today’s most recognizable brands honestly said what everyone truly thinks about them?
Peloton: The Bike That Costs More Than a Mortgage or Workout Alongside Others Alone or Someday Soon You’ll Put It In Storage
Taco Bell: Is This Meat?
Target: Spend Less On Stuff You Don’t Need
The Home Depot: We Know More Than You About This Stuff (Said directly to the guys wearing socks and Crocs.)
Amazon: Two Day Delivery, Forever In The Landfill
Lay’s: This Bag Is Mostly Air
United Airways: We Will Probably Punch You
ARTS ON THE LAWN
On Monday, Jr. PR Specialist Ava Adenauer shared info about her weekend visit to Hermitage Richmond for their Arts on The Lawn event! When I heard Art’s On The Lawn, I thought Creative Director Art Webb was just drinking in his front yard, but apparently, the event featured a collection of local artists raising money for the Opening Minds through Art (OMA) Program, benefiting people with dementia. Thanks for representing the Madison+Main-iacs at this event Ava.
BAILEY’S ONE-YEAR ANNIVERSARY
On Tuesday, the team celebrated Bailey “Bold” Broughton’s first anniversary as our Account Coordinator. Bold might as well be her middle name since she brings her best efforts to everything she does (and there’s a lot).
A VISIT TO THE “T ROOM”
On Wednesday, I went down to visit my team at Lynchburg’s legendary Texas Inn restaurants, known by locals as the “T Room.” On Wednesday, I returned with a bag full of deliciousness. Later this year, we’ll celebrate 87 years in business, and my fourth year owning them. Time flies, especially during a global pandemic. Hmmm, should I write a tagline for the Texas Inn? Any ideas you have, send them my way.
JUST IN TIME FOR JUBILEE
On Thursday, the 2022 Chesapeake Jubilee kicked off its four-day extravaganza at Chesapeake Park where local sponsors, vendors, crafters, and musical acts joined in on the fun. The Chesapeake Jubilee is more than a carnival, it’s a family tradition experienced by more than 35,000 patrons annually. Our client, Chesapeake Economic Development, works with a lot of businesses that will be attending this event. Their tagline is “Find Your Way Forward.” Maybe you should find your way to this event?
BIG EVENTS THIS WEEKEND
On Friday morning, I joined John Reid on Richmond’s Morning News to give my local event update. ICYMI.
Also, the team got ready for a weekend of celebrating our very own superstar Marita Cardenas, who was recently promoted to Account Manager. Always on top of what’s #trending, she is a true crafter of social strategies and a living Master Class on pushing the envelope for clients. Congratulations on the promotion, Marita — you earned it.
A FEW OF OUR FAVORITE EVENTS
Fort Monroe’s Seeking Freedom’s Fortress Day
30 Ingalls Road
Fort Monroe, VA 23651
May 21 | 10:00 a.m. – 4 p.m.
Start your visit at the Visitor & Education Center and hear the stories of Shepard Mallory, Frank Baker, and James Townsend – three enslaved men who sought freedom at union-held Fort Monroe. Activities through the Fort to include an replica of a contraband cabin and interpretation of “Testimony by the Superintendent of Contrabands at Fortress Monroe, Virginia, before the American Freedmen’s Inquiry Commission” by the 99th New York Volunteer Infantry Regiment, Company D. This even it free!
Virginia Spirits Sampler with A. Smith Bowman Distillery
3001 N Arthur Ashe Boulevard,
Richmond, VA 23220
June 18 | 10 a.m. – 5 p.m.
Experience all of Virginia’s best distilleries in one place! Join A. Smith Bowman Distillery at “The Diamond” with an all-access pass to Virginia’s best sips, live music, and vendors.
“That was easy.“ — Staples