Here's the discussion we had today at our conference table with
four of the "all time" great direct marketing copywriters.
How To Build "Killer" Brand Image Taglines.
1.) Killer brand tag lines contain as few words as possible,
each having emense power in formulating the brand's image
1.) Pick a "noun" that properly and completely describes the "brand"
2.) Then select "adjectives" and "adverbs" that do a herculean job'
in modifying the "noun".
The example of BMW was discussed. All of us agreeing their tagline is one of the very best of all time.
(Brand): BMW (Tagline): The Ultimate Driving Machine.
The "noun" ... machine ... describes exactly what BMW is. Ultimate and Driving are "adjectives" that do an outstanding job of modifying (enhancing) what the "noun" is all about. The ... an "adverb" properly describes what the "adjectives" are doing.
Thought this discussion might be useful to those reading this blog who are intrusted in creating brand image.
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