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Friday, April 18, 2008

Help Taglines Regain Lost Glory

Why Creating Strong Slogans Is a Marketer's Most Important Job

By Steve Cone

Published: April 14, 2008

What's MIA in today's marketing messages? Powerful taglines, or what I call "powerlines" -- those words that are well-chosen and have the power to awe, inspire, motivate, alienate, subjugate and, in a marketing context, change the buying habits of consumers.
Only Vegas
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Viva great taglines: Practically every adult in America knows this tagline and can instantly repeat it if asked: "Las Vegas: What happens here stays here."


Taglines today are a forgotten part of marketing planning. When they are employed, they generally mean nothing or are relegated to small, unreadable type. Moreover, companies change taglines every year or two and sometimes within a given year. Nothing could be more harmful to your brand and your business.

Below are questions I am frequently asked about why creating powerful taglines is so essential and how to do it --as well as my answers.

more : http://adage.com/cmostrategy/article?article_id=126290
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