1. YOUR TAG LINE!
DON’T LEAVE HOME WITHOUT IT

2. “MATT STATMAN
CEO & Creative
Director, Motive
THERE IS AN ART TO
FINDING THE PERFECT
MARRIAGE BETWEEN A
PRODUCT, THE GOALS OF
THE COMPANY BEHIND IT,
AND THE NEEDS OF THE
CONSUMERS WHO MAY
USE IT.”

3. 10 ways
To Create A
Winning Tag Line
(plus One Free Bonus Tip)

4. No.1Make it
memorable

5. UNAIDEDRECALL

6. Top 10 tag lines
of all time
Source:
BloombergBusinessweek

7. Takes a licking and keeps on ticking

8. Melts in your mouth, not in your hands
Takes a licking and keeps on ticking

9. Tastes great, less filling
Melts in your mouth, not in your hands
Takes a licking and keeps on ticking

10. We try harder
Tastes great, less filling
Melts in your mouth, not in your hands
Takes a licking and keeps on ticking

11. Think different
We try harder
Tastes great, less filling
Melts in your mouth, not in your hands

12. You’re in good hands with Allstate
Think Different
We try harder
Tastes great, less filling

13. Where’s the beef?
You’re in good hands with Allstate
Think different
We try harder

14. Just do it
Where’s the beef?
You’re in good hands with Allstate
Think different

15. Don’t leave home without it
Just do it
Where’s the beef?
You’re in good hands with Allstate

16. Got milk?
Don’t leave home without it
Just do it
Where’s the beef?

17. 2.DIFFERENTIATE

18. The Ultimate Driving Machine

19. The Relentless Pursuit of Perfection

20. PROMISE
Your brand’s

21. THREE:
INCLUDE YOUR NAME

22. Coke is it!

23. Nothing runs like a Deere

25. 4. Make a rhyme
with your name.

26. Flick my Bic“
”

27. Fill it to the rim with Brim“
”

28. Don’t get mad, get GLAD“
”

29. Ore-Ida! It’s all-righta!“
”

30. The best part of waking
up is Folger’s in your cup.
♫
♫

31. See the USA
in your Chevrolet.
♫
♫

32. “Our results suggest that rhyme,
like repetition, affords statements
an enhancement in processing
fluency that can be misattributed
to heightened conviction about
their truthfulness.”
McGlone, M. S. & Tofighbakhsh, J. (2000). Birds of a feather
flock conjointly (?): rhyme as reason in aphorisms.
Psychological Science 11(5), 424-428.

33. 4) Black & White.
5. PARALLEL
& CONTRAST

34. Expect more. Pay less.

35. Nancy Friedman
”
“The second half
provides the contrast
– and the payoff.

36. When EF Hutton talks, people listen.
American by birth. Rebel by choice.
Kid-tested. Mother-approved.

38. Size matters!
does not
v
/

39. “Crispy thoughts lead to
punchy messages.”
Eric Swartz
TABL!NEGURU

40. One word.
Or one word
times three.

41. THINK

42. Air France: New. Fast. Efficient.
Fisher-Price: Play. Laugh. Grow.
Jaguar: Grace. Space. Pace.
Marks & Spencer: Quality. Value. Service.
Wrangler: Real. Comfortable. Jeans.
x 3

43. “The best tires in the
world have Goodyear
written all over them.”

44. “There are some things
money can’t buy. For
everything else there’s
MasterCard.”

45. “Sure, slogans should be as short as possible,
but there’s a trade-off. Slogans should be long
enough to contain some words that knock on
the right side of the consumer’s brain.”
AL RIES

46. “The nighttime sniffling
sneezing coughing aching
stuffy head fever so you
can rest medicine.”

47. 7. Explain a
key benefit
(in other words,
why your product
is a smart
choice).

48. When it absolutely, positively
has to be there overnight.

49. It keeps going, and going, and going

50. Let your fingers do the walking

51. 8. Evoke
an emotion.

52. “Aren’t you glad you use
Dial? Don’t you wish
everybody did?”

55. 9) Create
a new word

56. The uncola

57. The quicker
picker-upper

58. How do you spell relief?
R-O-L-A-I-D-S

59. Change
10IT UP

60. “Mobilizing your world”

61. “Rethink Possible”

62. “Your world. Delivered.”

63. “Reach out and touch someone”

64. “The right choice.”

65. bonus tip:

66. REVERSE PRIMING EFFECTS

67. Consumers often perceive tag lines and marketing
slogans as persuasion tactics, creating
suspicion toward the brand. As such, we tend to do
the opposite of what a tag line suggests.
Laran, J., Dalton, A. N., & Andrade, E. B. (2011). The curious case
of behavioral backlash: Why brands produce priming effects and
slogans produce reverse priming effects. Journal of Consumer
Research, 37(6), 999-1014.

69. subliminalcorrection

70. “As cultural power shifts from
corporations to consumers, it
no longer seems appropriate
for brands to be issuing
imperatives.”
Denise Lee Yohn, “The Death of the Tagline,” Adweek

71. SOLUTION:
Humorous, creative, and otherwise
entertaining tag lines tend to prevent
the reverse priming effect.
Dalton & Andrade

72. 10 ways
To Create A
Winning Tag Line
(plus One Free Bonus Tip)

73. YOUR TAG LINE!
DON’T LEAVE HOME WITHOUT IT