- Taglines: Your brand in shorthand
What, exactly, is a tagline and why do we have them? A tagline is a succinct statement of your brand position, a phrase or sentence used to capture attention and communicate value. "The Uncola," "Betcha Can't Eat Just One," "M'm! M'm! Good!" (Come on, you know the products.) The best taglines convey a primary benefit in a memorable way — and have staying power, even years after they've been replaced.
- Naming Your Company, Service, Product: Understand Your Options
Your naming initiative is underway. You've assembled a great creative team, analyzed competitors' names to clarify market positioning, and determined an overall brand structure to accommodate future growth. You've sketched out a URL strategy, identified 7 to 10 brand attributes to focus the brainstorming, and secured a trademark attorney. Before you take the plunge into the exciting, always choppy waters of naming, there's one last step. Make sure you understand the categories of names available to you.