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| The Strategic Marketing & Planning Network is not currently active and cannot accept new posts | Developing mantras, taglines, and slogans | Views: 1318 | Aug 12, 2005 2:16 am | | Developing mantras, taglines, and slogans | # | Dean H. | | I was reading Guy Kawasaki's "Art of the Start". There is some great stuff in there for entrepeneur to think about when carrying forth a business strategy for their company.
One of the things he mentions in the beginning of his book is to develop a mantra. He says that mission statements are out and mantras are in. No one reads mission statements, much less remember them. Can you remember Starbuck's mission statement? Exactly.
But mantras are very short and concise. For example, Nike's mantra is "Authentic Athletic Performance."
I was still a bit confused about the difference b/w mantras, slogans, and taglines. Can anyone help differentiate b/w them?
If I have it right, my friend Leesa Barnes tagline is- "Inspring business women to create the career they deserve" It's not a slogan or a mantra, but a tagline. It's an effective tagline because I get a *feel* for what her business is about. All good mantras, slogans, or taglines are effective if they can describe what the business is about.
Another friend of mine, Marilyn, I think she has a slogan- "Have You Hugged Your Prosperity Today".
And then, another person who is a virtual assistant has a decent tagline- "Assistance From A Distance" The repetitive rhyming really helps and makes it more effective.
I ask this because I like to read up on branding strategies on the side so I want to make sure I have the concepts right.
Not to mention, for those who a web based business, it is probably important to know how to build your brand with taglines, mantras, and slogans.
Let me know your thoughts if you have the answers to my question.
Dean.Private Reply to Dean H. | Aug 12, 2005 2:32 am | | re: Developing mantras, taglines, and slogans | # | Sharif Khan | | Interesting points. I'm still working on my 'mantra'...in the mean time, I will settle for Planet of the GrApes.
Sharif Khan http://www.sharifkhan.blogspot.com Freelance Writer, Inspirational Speaker, Book Coach Author of, "101 Ways To Market Your Business," (http://tinyurl.com/6z2w7 ) Author of, "The Hero Soul," (http://www.HeroSoul.com ) Private Reply to Sharif Khan | Aug 12, 2005 5:11 am | | re: re: Developing mantras, taglines, and slogans | # | Dean H. | |
Sharif,
It's a funny tagline, but I probably won't consider it *effective* :)
Here's more information. I'm about to launch my new company, Big Hopes Studios in September. I'm having the logo designers work on the brand identity as we speak. BHS provides two services; Web Design & Strategic Blogging Consultancy. That tagline will be embedded in the logo and business card stationary.
It doesn't get more descriptive than that.
However, I am looking to develop a secondary tagline.
Without trying to sound too salesy, but I feel I must provide our company philosophy
and credo so that members understand where I am going with the secondary
tagline;
Our philosophy is that blogging and website development/design should go hand in hand. We believe in a
convergence or marriage of both services. Most consultants will only consult on business blogging and help setup a blog that is separate from the website. We want to integrate the blog within the website and consult on blog content development as well as do web design work.
Hence, we believe in the convergence/union/marriage/interconnectedness of both
services. That is what makes BHS unique- that we provide an integration of
weblogging and website design. Very few companies are doing right now.
Here are secondary taglines to theme into the website, our newsletters,
published articles, blog entries, etc... And I gave the logo designers these
possible taglines as well so that can develop some concepts on the keywords in
these taglines. They are as follows
- spreading gospel of the evangelical web
- Evangelizing the World Wide Wow
- Witnessing the marriage of weblogs & websites"
- Bring hope to a hurting web
- Building Evangelistic Websites"
I like #1, but then I realized that most people
might think I'm promoting a Chistian based website so I had to throw that out
the window. But it did sound cool. By the way, I reserve the copyrights for that
tagline just in case anyone thinks of copying it and giving it to a client :)
#2 isn't too bad, but it doesn't describe what we
do. #3 is very descriptive, but may be too long. #4 is cute but maybe not
effective. #5 is concise and describes, to some extent, what we do. It is a good
mantra, according to Guy Kawasaki.
Thoughts? Constructive Critiscm? Love it? Hate it? :)
Look forward to any intelligent conversation from
fellow creativists and branders alike.
Dean
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