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Slogans/Taglines/Jingles

Slogans/Taglines/Jingles

Brand Strategy: AVIS Abandons Trying Harder

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Brand Strategy Avis Tagline

After 50 years of “We try harder,” AVIS Car Rental has announced that it will replace that slogan with a new one, “It’s your space.” When introduced, “We try harder” was lauded as a brilliant counterpoint to Hertz’s #1 position in the car rental industry. It was a strong brand promise that played off the belief that the #2 car rental company would work harder on a customer’s behalf.

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Slogans/Taglines/Jingles

Brand Tagline Strategy

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Brand Strategy FootJoy Brand Tagline Slogans

I am a big believer in taglines. They are an effective way to communicate the brand’s “unique value proposition” powerfully, succinctly and memorably. It is very difficult to create the perfect tagline, however, because of all of the objectives that it must accomplish:

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Slogans/Taglines/Jingles

Brand Tagline Requirements

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Brand Strategy Taglines Avis

In definitive global research, The Conference Board has found the development and consistent use of a tagline to be a key factor in brand strategy success.

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Slogans/Taglines/Jingles

Brand Perceptions, Slogans And The Mind

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480_pepsi-choice-of-a-new-generation-ad
Any successful brand is successful by standing for something in the mind. Changing what you stand for is almost impossible unless you don’t stand for anything at all. In other words, a brand that is nowhere in the mind is a brand that can be changed. A brand that stands for something in the mind is a brand that is forever locked into its position.

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Slogans/Taglines/Jingles

Runaway Sloganeering

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As I sit through all of the expensive commercials running during NFL games, I’m struck with the fact that the marketing world is mired in what can only be called, runaway sloganeering.

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