You are currently browsing articles tagged merlefest.

Three Dots.

No, not Amazon Dots.  Dots or periods in taglines.  You’ve seen them. Three word taglines all separated by dots.  Wrangler did it a while back with “Real. Comfortable. Jeans.”  Many others have done it.  The reason they don’t come to mind easily is because it’s a poor, lazy branding tactic. The What’s The Idea? brand framework includes three proof plank – three supports for the brand claim – so I’m not against the notion of 3 strategic measures. What I am against is 3 measures or values in a tagline. It’s a hot mess.

I’m just back from MerleFest, a wonderful annual gathering of bluegrass and American roots music. MerleFest has one of the strongest, most iconic logos in the business.  Someone, however, has decided to pair the logo with the tagline “Music. Moments. Memories.”  Oy.  What does it mean? I’ll tell you what it means – everything. And therefore nothing. The brain can’t process all that; alliteration or not.

So if you are with an ad agency that comes up with a 3 word ad line that wants to be a tagline, don’t do it. Good brand shops wouldn’t make this mistake. It’s poor brand craft.



Tags: , , , , , ,

I love Twitter and have long said it is a very important media. Global, real-time news with attachments. In a presentation first given to the Long Island Social Media Club, I shared a slide entitled “rock the hashtag.” (Sorry, it was a while ago.)  I encouraged people to be inventive with the hashtag and suggested that in the future marketers would find unique and exciting ways to be promotional with it.   

publicis logo

Publicis, an advertising and holding company has just announced a R&D labs with Twitter to help consumers use Twitter thusly.  Right now, they’re focused on marrying Twitter with TV programming which is just a sign of the times; the times being there is a lot of poor television around…and more channels on which to watch them. (Psst, TV Program Creators — the idea is to not bore your audience into using second screens.) Anyway, the labs will no doubt come up with some interesting ideas and twists, which will give birth to new ideas, twists and forms of technology.  Publicis may have just hit a home run here.

Twitter is about much more than just the hashtag – but the hash is a transformative tool. Hopefully, mid-level marketing managers won’t be at the controls and brand managers will keep an eye on what is going on. Poorly executed programs will have the potential to do more harm than good…rocking that hashtag.  Peace. #merleFest

Tags: , , , , , , , ,