Taglines, slogans, and bears—oh my!

Information Outlook, August, 2003 by Anthony Blue

A few weeks ago, I was sitting in a branding team meeting at SLA headquarters when the discussion of slogans and taglines came up. I consider myself an educated person, but I was somewhat befuddled when I was asked about the difference between a slogan and a tagline. I always thought they had very separate meanings and were used very differently, but I was wrong. Why are we discussing taglines and slogans? Unless you've been on vacation for a long time, you're probably aware that the association is undergoing a major rebranding initiative. All of its programs, products, and services will be refreshed to deliver a strong, concise, and consistent brand message to its intended target audiences. In a nutshell, this initiative will affect everything the association provides to you.

So what is the difference between a slogan and a tagline? Anyone? Anyone? Okay, I'll tell you. The dictionary says that a slogan is a word or phrase used to express a characteristic position, a stand, or a goal to be achieved; a brief attention-getting phrase used in advertising or promotion; a tagline.

A tagline is a line that serves to clarify a point or create a dramatic effect; a reiterated phrase or message identified with an individual, group, or commercial product and that resonates strongly with an audience: An ending line, as in a play or joke, which makes a point; a slogan.

So the words have similar meanings, and they share many synonyms: byword, catchphrase, catchword, expression, idiom, jingle, phrase, proverb, rallying cry, saying, shibboleth, trademark, war cry, watchword. It could be said that taglines are the long-term phrases and slogans are used mainly as advertising lines. Slogans and taglines are an integral aspect of a company's identity--they amplify the company's message and serve as the foundation for any marketing effort. Your slogan and tagline should reveal to the world who you are by expressing the core of your brand value. Powerful slogans and taglines play a key role in inspiring trust and expanding your reach into your intended target market.

The Coca-Cola Company is a perfect model of a company that has used great slogans and taglines to articulate and enhance its brand. Coca-Cola has been in existence since 1886 and is the number one selling soft drink in the world. For more than 100 years the company has dominated the soft drink market because (1) it makes a great product, and (2) it has great brand recognition and loyalty. Coke has been creating slogans and taglines for its products since 1905--how many of them do you remember? Does Always Coca-Cola ring a bell? What about Can't Beat the Real Thing or Coke Is It or Have a Coke and a Smile or Catch the Wave? These are just a few of the company's many compelling slogans and taglines.

These powerful phrases convey a sentiment, an emotion, or an attitude. Coke has consistently proved to the world that the right slogan and tagline will linger in your mind for decades.

FYI: The SLA Board of Directors recently selected Chris Olson & Associates to lead the association's branding initiative. An active member of SLA since 1977, Chris Olson has given numerous presentations and seminars on a variety of marketing topics and issues. For more than 19 years, her company has planned and implemented marketing strategies for information professionals and their services. The Brand Talk column in this month's issue contains additional information on the SLA branding initiative.