Taglines That Stick: The Underrated Power of a Perfect Phrase

In an era of shrinking attention spans, your tagline is a verbal handshake—it introduces your brand's personality in seconds. The best ones become cultural shorthand:

Why Taglines Still Matter in 2025

• Memory boost: Taglines increase brand recall by 53%

• Value telegraph: Conveys your USP faster than any mission statement

• Emotional shortcut: "Just Do It" evokes more than shoes—it sells a mindset

Anatomy of Iconic Taglines

Apple's "Think Different"

• 2 words, infinite meaning

• Challenges status quo

• Reflects brand philosophy

Red Bull's "Gives You Wings"

• Action-oriented

• Metaphorical benefit

• Works globally

Nike's "Just Do It"

• Imperative verb = motivation

• 3 simple words

• Adaptable across decades

Tagline vs Slogan

Permanent brand identity | Campaign-specific

Emotional connection | Promotional focus

"Melts in your mouth" (M&Ms) | "Taste the rainbow" (Skittles)

7-Question Tagline Stress Test

1. Can it fit on a business card?

2. Would it make sense in 10 years?

3. Does it reflect your core promise?

4. Can customers complete it if you say the first half?

5. Does it differentiate you?

6. Is it own-able (not generic)?

7. Does it spark curiosity or emotion?

Your Tagline Workshop

1. Brainstorm 50+ phrases (quantity leads to quality)

2. Shortlist options that pass the 7-question test

3. Test with this formula:

- Say it aloud 10 times

- Check domain/trademark availability

- Run by diverse focus groups

Pro Tip: The best taglines often use:

• Alliteration ("Finger-lickin' good")

• Rhyme ("The quicker picker upper")

• Contrast ("Small business. Big solutions")

Your Turn:

What's your favorite tagline of all time? What makes it work? Share below!

#TaglineTips #BrandVoice #MarketingStrategy