In Taglines

For years I’ve talked about the benefits of brevity in tagline development. My usual pitch recommends the creation of a two to four word blurb. Then I usually give the one example of, what I believe to be, a great tagline that is five words long … Dodge Truck’s “Grab Life By The Horns.” These five syllables contain soooo much brand emotion, and the individual words are so short and fluid, there’s almost no detrimental impact that burdens other five-word taglines.

Well, I’ll no longer be able to use this tagline as an example anymore as the company is shortening the tagline down to the much simpler “Grab Life”.

All I can say is BRAVO! The new line is tighter, faster, easier to remember and loses very little brand impact. This is a nice transition and a bold move …. (oops, wrong automaker.)

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