Remember those nice fancy Brand 'Tag-lines'? And how they rang in our minds? Well, I believe that that concept of selling dreams and aspirations of brands via 'airy fairy' creative lines ( aka Tag-lines) is dead and gone. Today's brands speak the truth and tell you how they BENEFIT you. And hence, the way they describe themselves is via 'Benefit -lines'. Enjoy this point of view!

1. ‘Tag-Lines’ are OUT
‘Benefit-Lines’ are IN
By Alok ‘Rodinhood’ Kejriwal

2. Some awesome
‘Tag-Lines’
of famous Brands!

3. BMW

4. NIKE

5. AVIS

6. Cadbury (India)

7. Raymond (India)

8. A famous
‘Tag-Line’
that MADE a Brand
very successful!

9. De Beers became famous
because of its ‘Tag-Line’!

10. And a ‘Tag-Line’ that
has always
made me laugh!

11. AuntieAnne promises to
‘Spoil your Dinner’

12. The past is past.
Here are some new
‘Benefit-Lines’
of the future...

13. Facebook

14. Twitter

15. Linkedin

16. Foursquare

17. The point being made?
What Tag-Line Benefit-Line
In the present and for the
The Period Of the past future
Today, Brands sell
The Reason Brands were sold as dreams. utility and usefulness.
Tag-Lines told the story. Benefit-Lines explain that.
The Meaning Nebulous, Airy Fairy, Direct & No- Nonsense.
Emotional. ‘WYSIWYG’.
Helps explain and gently
Could help sell a brand on proposes what the brand
The Benefit aspirations, dreams,
sentiments, impulse. ‘could’ do for you. It’s
genuine.
Can confuse, alienate Zero risk. It’s a simple
statement of intent &
The Risk consumers. Can’t be changed usefulness that can be
easily. changed easily.

18. Conclusion
• Don’t waste time creating ‘Tag-Lines’.
• Instead, build great products and services.
• If your consumers need a nudge to understand
what you are offering them, just explain it in
plain words as a ‘Benefit-Line’.
• Say what you do. Don’t say what you ‘may’ do.
• And never, never, say what you can’t do (don’t
listen to the ad agency if it tries to sell you
crap!).

19. Of course, there will
be exceptions ... even
in the future!

20. Wordpress

21. The Me-Slide!
I am available on:
e-mail - alok@rodinhood.com
Facebook - facebook.com/rodinhood
Twitter - @rodinhood
Blog - rodinhood.com
Personal social network -therodinhoods.com
If you have counter viewpoints, opinions,
ideas, etc., send them to me. I will be happy to
review them and add them as comments/
reactions to this ppt!