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
March 16, 2018 in Marketing
The problem with most brands is that they are skin deep. Products and services with derma measured only in millimeters. No depth. No real rational and emotional meaning. Why is that? Because brand building today is too randomized. No real brand plan. No organizing principle driving long term, meaningful KPIs. Sales and revenue are all […]
March 15, 2018 in Marketing
It’s great that Walmart wants to create greater shareholder value by getting into the groceries-to-the-home business, but I’m not so sure it’s good for the planet. I recently spoke to a younger mom who energetically juggles her work and family lives — she uses Walmart’s delivery to the curb service. She drives to Walmart and […]
March 14, 2018 in Marketing
I love this quote I wrote a few years back for a presentation to Gentiva Health Services, now owned by Kindred Healthcare: “Campaigns come and go, a powerful brand idea is indelible.” It’s so true. Ad campaigns get tired. Were I to guess, I’d venture the length of an average ad campaign is 2.5 years. […]
March 13, 2018 in Marketing
I’ve read a number of pieces by brand planners who advocate “question everything.” Look at a problem, then look at it from many other directions. Point-counterpoint. Question everything was driven home to me early in my career with McCann using AT&T’s heavy-handed reliance on consumer research and message testing. It was healthy to listen to […]
March 12, 2018 in Marketing
It’s hard for me but don’t want to get into politics when I talk about Meredith Corporation, the venerable magazine publisher – so I will leave the Koch Brother’s backing of Meredith’s purchase of Time Inc for another day. I will however dig into a bit of the Meredith brand. […]
March 9, 2018 in Marketing
I read something smart in an account planners group on Facebook yesterday about targeting. It suggested you have to refine the brand target so as to make a more compelling message. When creating your brand claim, you don’t want to address the entire consuming pop. Not everyone will like you. You have to find the […]
March 8, 2018 in Marketing
I so love what I do. (To many “I”s?) The job is learning. Then processing. Then assembling. And lastly, writing a little poetry — whiich becomes the brand claim. For years in the business as a pseudo strategist I wrote briefs as an advertising account manager. My selling ideas lacked soul. The briefs were fodder […]