The tagline for What’s The Idea? is “Campaign’s come and go…a powerful brand idea is indelible.” Perhaps a little lengthy and the real ballast lies after the ellipses, but it works. And that brings me to taglines; taglines and strategy.
Here’s an admonition to all brand managers and CEOs — Don’t use a campaign line as your tagline. They are communications or ad-focused, not strategic. One that immediately comes to mind, one that hits close to my planning heart, is the tagline for Northwell Health. Their tagline is “Look North.” Other than suggesting one look at Northwell, it doesn’t really have a strategic message. Wasted space, if you ask me.
I wrote a tagline (and brand strategy) for Beacon Health Partners, an accountable care organization that was strategic “Healthier Practices.” That’s was the claim. It applies to improved physician practices, both economic and in the healthcare delivered. It applies to patient practices, putting more responsibility on people for their own health. And it appeals/applies to payers, the insurance companies who carry much of the reimbursement water.
Strategic taglines come from brand strategy companies. Tactical, flimsy taglines come from ad agency creative departments. Big diff.
Tags: beacon health partners, Brand Strategy, campaigns come and go a powerful brand idea is indelible, healthier practices, Northwell health, northwell health ad campaign, Northwell health brand strategy, northwell health campaign, northwell health strategy, taglines, taglines and campaign lines, whats the idea, whatstheidea
June 15, 2018 in Marketing
It only takes one meme to move a market. I’ve been in advertising, communications and marketing since 1978 (Geezer) and know one of the quickest ways to success is a big communication idea that captures the interested of the masses. If you capture consumer attention, they will sit still long enough for you to deliver […]
June 14, 2018 in Marketing
Brand planning is not just about words on a paper. Colors on a palette. Planks and buckets and values. Or even taglines…and I’m a big fan of taglines. (If you’re spending marketing dollars which don’t prove your tagline, you’re “off piste,” as I like to meme.) Brand strategy is integral to marketing. As such, all […]
Here’s an exercise for brand planners. I read this morning that when president Richard Nixon prepared for a summit in China to meet Mao Zedong, he created a checklist. What do we want? What does China want? And what do we both want? Each question had three answers. Brand planners should ask themselves the same […]
June 11, 2018 in Marketing
I’m always on the lookout for new questions to use in brand discovery. I rely on a fairly static battery of questions for company stakeholders, who provide the business foundation for my consumer questions. (Consumer questions are way less static.) Truth be told, the company is paying the bills and approving brand recommendations so they […]
June 8, 2018 in Marketing
I hate to pick on Memorial Sloan Kettering Cancer Center and its ad and web agency. MSKCC does such important work. It’s a brand with some of the greatest promise in all of brand-dom. Healing. And had the organization not developed a great brand promise “More Science. Less Fear,” I’d have probably let them […]
June 7, 2018 in Marketing
There has always been a tension in advertising between strategy and creative. The best creative ideas, creative people will tell you, come from coloring outside the lines. Think Different, to quote TBWA Chiat Day and Apple. The creative mind flourishes without bounds. Strategy people like lines and organization. We love creativity, but our day job […]
June 6, 2018 in Marketing
My LinkedIn profile lists me as a Brand Strategist. That’s the “Is” of my Is-Does. As for the “Does” I say “Redistributor of marketing wealth.” I use redistributor of marketing wealth rather than redistributor of business wealth because one can redistribute business wealth by buying a company. That’s business and finance, not marketing. Marketing is […]