An often repeated phrase associated with an individual, organization, or commercial product; a slogan.
MacDonald - I'm lovin it
DBS Bank - Living, Breathing Asia (or is it the other way round?)
Standard Chartered Bank - Here for good
Singapore Airlines - A Great Way To Fly
Some tagline are in use for many years, while others are changed constantly to fit new directions.
One organization that changes its tagline more often that you change car is Singapore Tourism Board. You've got Surprising Singapore, Uniquely Singapore, Your Singapore and now Shiok.
Some tagline are powerful while others leave you scratching your head (Excellence through total quality). The powerful ones not only make you think of the brand immediately, it is also specific and promise a benefit. For example, Fedex's tagline "When it absolutely, positively has to be there overnight." Powerful tagline also represent a way of life or a stand like Nike's "Just Do It."
While looking at the Malaysia Airlines ad on the bus (see my earlier blog here), I noticed it has a tagline as well. It is "Journeys are made by the people you travel with."
I'm trying to understand what this statement is about.
Could "Journeys are made more pleasurable by the people you travel with" sound better?
Could they promise something more specific so that one immediately recognize it without looking at the brand's logo?