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Developing mantras, taglines, and slogans

Aug 12, 2005 2:03 pm

re: Developing mantras, taglines, and slogans

Dave Orsborn

Hi Dean,
Kawasaki makes the distinction between mantras and taglines this way: mantras are internal(for you and your employees), taglines are for customers. Authentic athletic performance vs. just do it. Another way I loook at it is- mantras are lasting, slogans and taglines are more tactical and disposable.

I'd be careful not to confuse any of this with branding. Your "brand" has much more to do with the emotional connection your customers have with you- the reasons that they embrace your products/services. Taglines and slogans can support and help you to communicate your brand.

Tom Peters has recently released a series of short books based on Re-Imagine. Take a look at the volume on Design-he has some great rants about branding.
Best,
Dave

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