Based on my research of B2B marketing and positioning, there are as many opinions as to whether a tag line is important as there are tag lines. Some marketers believe that tag lines are a throw-away; I believe that’s because most B2B taglines aren’t memorable and/or don’t say anything about the product or service. On the flip side, there are marketers who think tag lines are critical to communicating the essence of a brand in a pithy and concise manner. But they only work if they’re actually pithy and concise.
A well-crafted tagline can have impact:
- as a distillation of the overall positioning
- as a means of giving dimension to your brand
- as a “teaser” that entices your target audience to ask for more information
Do you know the B2B products or serivces associated with each of these tag lines?
The world’s networking company
The power to know
Invent
If you want to have some fun testing yourself on other ”famous” B2B taglines, click here for the Gibson Marketing Group test on B2B taglines. If you’re like me, you won’t do very well on the quiz.
