TAGLINE CREATION

A tagline is a phrase that accompanies your brand name to quickly translate your business's positioning and brand identity into a single line (a tagline) that means something to consumers. A tagline is meant to provide consumers with an indication of your brand and its market position in just a few memorable words.

A great tagline is a powerful tool that can help consumers, customers, suppliers, and other interested audiences link your company or product name to a brand promise and message.

After a brand name or company name, the tagline is often the second most noticeable element.

Taglines are an effective way to communicate the brand’s “unique value proposition” powerfully, succinctly and memorably. It is very difficult to create the perfect tagline, however, because of all of the objectives that it must accomplish:

• It communicates the brand’s “unique value proposition” in an economy of words
• It is believable for the brand
• Competitive brands are not saying and cannot say the same thing
• It is memorable – it must stick in people’s minds
• It can’t be trite
• It needs to do more than just refer to the product category
• It should not promise a “cost of entry” benefit for the category
• Ideally, it is entertaining or emotionally appealing
• Enhance the brand promise
• Inspire you to learn more about the brand or company
• Differentiate the brand or company from the competition
• Create an emotional bond

Great taglines have a number of common attributes. When writing a tagline, it is to be seen that it meets these criteria:

• It's memorable: One hears it, memorizes it quickly and repeats with ease.
• It's short: Great often have as few as ten syllables so that they’re quick to recite and easy to tuck in alongside logos.
• It conveys a brand’s point of difference. The tagline tells what sets your brand apart from others.
• It clarifies a brand’s market position and key benefits. Especially if the brand name doesn’t quickly communicate the brand’s offerings and distinctions.
• It differentiates a business from all others. In fact, a great tagline is so unique that it doesn’t work when linked to a competitor’s brand name.
• It reflects the brand’s identity, character, promise, and personality. It also needs to be believable and original.

A great tagline manages to excel on most or all of these fronts while also avoiding a couple of major tagline mistakes:

• It invokes positive feelings without running the risk of triggering sarcastic retorts.
• It appeals to consumers. In other words, the tagline needs to work as a consumer magnet.
• It adds to the meaning of the brand name without repeating any of the same words or concepts.

Common Tagline mistakes:

• Claiming something that is overused or trite.
• We are the [quality/service/innovation] leader.
• Excellence in all that we do.
• You can count on us.
• We care about people.
• Saying something that sounds good (is “catchy”) but that does not differentiate the brand in a meaningful way.
• Communicating what product category the brand is in...period.
• Claiming a benefit that all brands in the category must deliver (a “cost of entry” benefit).
• Saying something that many or all brands in your brand’s category could also say.
• Saying something that is so broad that it is meaningless.
• Saying something that is too complicated or confusing.
• Using too many words.

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The above post is in reply to one of my friend's queries on creation of taglines and shall be continued in the next post

Taglines of Pharma Companies C to E, Quiz # 15

1. This company is a descendant of the erstwhile Cadila Laboratories and has the tagline “The care continues”?
2. What is the tagline of ‘Zydus Cadila’ ?
3. This company was founded by nationalist Indian scientist Khwaja Abdul Hamied as The Chemical, Industrial & Pharmaceutical Laboratories in 1935 and has the tagline “Caring for Life”.
4. What was the tagline of 'Cephalon'? How did the company get the name Cephalon?
5. Which company has the tagline “LIFE. RESEARCH. HOPE” ?
6. This pharmaceutical company was founded in 1983 by Shri Janmejay R. Vyas, who is also the present Managing Director. The tagline goes as “Global Partnership Solutions”. Which is the company ?
7. This company has the tagline “Passion for Innovation. Compassion for Patients”. Headquartered in Japan, it is also the owner of Ranbaxy Laboratories. 
8. “Meant to achieve” is the present tagline. The earlier recent taglines were “Niche is Nice”, “Delivering value”, “Nurturing Health”. Which is the company ?
9. Whose tagline is "Answers that matter"?

Taglines of Pharma Companies A to B, Ans # 14

1. The company is 'Abbott Laboratories', has the tagline "A Promise for Life". It is an American global pharmaceuticals and health care products company operating in over 130 countries. The company headquarters are in Abbott Park, North Chicago, Illinois. The company was founded by Chicago physician, Dr. Wallace Calvin Abbott in 1888. In 1985, the company developed the first HIV blood screening test. The company's drug portfolio includes Humira, a drug for rheumatoid arthritis, psoriatic arthritis, ankylosing spondylitis, Crohn's disease, moderate to severe chronic psoriasis and juvenile idiopathic arthritis; Norvir, a treatment for HIV; Depakote, an anticonvulsant drug; and Synthroid, a synthetic thyroid hormone. 
2. 'AstraZeneca plc' is a British-Swedish multinational pharmaceutical and biologics company headquartered in London, United Kingdom. It is the world's fifth-largest pharmaceutical company measured by 2009 prescription drug sales (after Pfizer, Novartis, Sanofi, and GlaxoSmithKline) and has operations in over 100 countries. It has a portfolio of products for major disease areas including cancer, cardiovascular, gastrointestinal, infection, neuroscience, respiratory and inflammation.The company was founded in 1999 through the merger of the Sweden-based Astra AB and the UK-based Zeneca Group. The tagline of AstraZeneca is "Health connects us all"
4. The tagline “Our pursuit , Life’s potential” is of Allergan, the global specialty pharmaceutical company. Their product ranges include ophthalmic pharmaceuticals, dermatology products, and neurological products. The company's most notable neurologic product is Botox, used around the world to treat a variety of debilitating disorders associated with muscle overactivity and also well-known—under the trade names Botox Cosmetic and Vistabel—for the treatment of facial lines. 
Allergan India Private Ltd. is based in Bangalore. It began operations in 1996 and is a Leader in ophthalmology. A joint venture of Allergan Inc. and Nicholas Piramal (I) Ltd. the company has a nation-wide distribution channel supplying Eyecare Pharmaceutical, Surgical and Optical products.
5. The tagline “Touching lives over 100 years” belongs to ‘Alembic Pharmaceuticals Limited’.  Established in 1907, Alembic is a leading pharmaceutical company in India. The Company is vertically integrated with the ability to develop, manufacture and market pharmaceutical products, pharmaceutical substances and Intermediates. Alembic is the market leader in the Macrolides segment of anti-infective drugs in India.
6. Tagline of ‘Albert David’ is “We are about health”. Albert David, is a pharmaceutical company in India, headquartered in Kolkata. Products of Albert David include Pharmaceutical formulations and bulk drugs, Infusion solutions and oral solids, Disposable syringes and needles & Herbal formulations. Products are exported to Vietnam, Russia, Belarus, Egypt, Bangladesh, Kenya, Tanzania, Uganda, Sudan, Ethiopia, Nigeria, Zaire, Haiti, Brazil, Canada, USA, UK, Netherlands and Germany. 
7. The tagline "Committed to healthier life !" is associated with 'Aurobindo Pharma'. In addition to being the market leader in Semi-Synthetic Penicillins, Aurobindo Pharma has a presence in key therapeutic segments such as neurosciences, cardiovascular, anti-retrovirals, anti-diabetics, gastroenterology and cephalosporins, among others. Aurobindo Pharma features among the top 10 companies in India in terms of consolidated revenues. It exports to over 125 countries across the globe with more than 70% of its revenues derived out of international operations.
8. "Pure Healthy Essence" is the tagline of 'Amrutanjan Healthcare'. Amrutanjan Healthcare Limited is an Indian pharmaceutical company specialising in Ayurvedic balm for headaches, cold and cough. It was established by illustrious journalist, freedom-fighter,Philanthropist Kasinadhuni Nageswara Rao in Mumbai in 1893. Though it has diversified its range of products, it is still renowned for the Amrutanjan pain balm which is one of the most widely used medicines for headaches all over India.
9. Aventis Pharma Limited, headquartered in Mumbai, is a part of Sanofi-Aventis group.Sanofi-Aventis and its 100% subsidiary Hoechst AG, are the major shareholders of Aventis Pharma Limited. Its manufacturing portfolio contains medicines for several therapeutic areas including cardiovascular, thrombotic, metabolic disorders, oncology, disorders of the central nervous system, internal medicine. In July 2003, company launched Lantus, the world's first and only once a day insulin. The tagline goes "Because Health Matters" is associated with 'Aventis Pharma Limited'.
10. "Creating value in pharmaceuticals" is the tagline of 'Actavis', the international generic pharmaceutical company based in Iceland that was founded in 1956 as Pharmaco.
11. "Together we Innovate" is the tagline of 'Actelion'.
12. "See better. Live better" is the tagline of  'Bausch & Lomb', the world's leading suppliers of eye health products, such as contact lenses and lens care products.
13. "The difference lies in our DNA" is the tagline of 'Biocon', the Indian biopharmaceutical company with products and research services ranging from pre-clinical to clinical development through to commercialization. Within biopharmaceuticals, the Company manufactures generic active pharmaceutical ingredients (APIs) like Statins and Immunosuppressants that are sold in the developed markets of the United States and Europe. It also manufactures biosimilar Insulins, which are sold in India as branded formulations and in both bulk and formulation forms. In research services, Syngene International Limited (Syngene) is engaged in the business of custom research in drug discovery while the other fully owned subsidiary Clinigene International Limited (Clinigene) is in the clinical development space.
14. 'Bristol-Myers Squibb', often referred to as BMS, is a pharmaceutical company, headquartered in New York City. Bristol-Myers Squibb manufactures prescription pharmaceuticals in several therapeutic areas, including cancer, HIV/AIDS, cardiovascular disease, diabetes, hepatitis, rheumatoid arthritis and psychiatric disorders. Its mission is to "discover, develop and deliver innovative medicines that help patients prevail over serious diseases." The tagline is "Together we can prevail".
15. Bayer HealthCare is Bayer's pharmaceutical and medical products subgroup. It is involved in the research, development, manufacture and marketing of products that aim to improve the health of people and animals. Bayer HealthCare comprises a further four subdivisions: Bayer Schering Pharma, Bayer Consumer Care, Bayer Animal Health and Bayer Medical Care. The tagline of ‘Bayer HealthCare’ is "Science for a Better Life".
16. The tagline “Making a meaningful difference in patients’ lives” is associated with 'Baxter International Inc'. an American health care company with headquarters in Deerfield, Illinois. The company primarily focuses on products to treat hemophilia, kidney disease, immune disorders and other chronic and acute medical conditions.
17. C.H. Boehringer Sohn AG & Ko. KG is the parent company of Boehringer Ingelheim, which was founded in 1885 by Albert Boehringer in Ingelheim am Rhein, Germany. The Boehringer Ingelheim group is one of the world's 20 leading pharmaceutical companies. The company's key assets of interest are: respiratory disease, cardiovascular disease, Parkinson's disease, HIV, thromboembolic disease and cerebrovascular disease. The tagline of ‘Boehringer Ingelheim’ is "Value through Innovation"
18. The tagline “Transforming Discovery into Care” belongs to 'Biogen Idec', the American biotechnology company specializing in drugs for neurological disorders, autoimmune disorders and cancer.

Taglines of Pharma Companies A to B, Quiz # 14

1. This company developed the first HIV blood screening test and has the tagline "A Promise for Life". Which is the company ?
2. What is the tagline of 'AstraZeneca' ?
3. Whose tagline is “Our pursuit , Life’s potential”?
4. Which company has the tagline “Touching lives over 100 years”?
5. What is the tagline of ‘Albert David’ ?
6. This is an Indian pharma company headquartered at Hyderabad, India. It has the tagline "Committed to healthier life !". Which is the company ?
7. With which company is the tagline "Pure Healthy Essence" associated ?
8. This company is famous for launching Lantus, the world's first and only once a day insulin. The tagline goes "Because Health Matters". Which company are we talking about ?
9. Whose tagline is "Creating value in pharmaceuticals"?
10. This pharma company is specialized in orphan diseases.The tagline "Together we Innovate" is associated with the company.
11. With which company is the tagline "See better. Live better" associated ?
12. Whose tagline is "The difference lies in our DNA"?
13. What is the tagline of the pharma company ' Bristol-Myers Squibb' ?
14. What is the tagline of ‘Bayer HealthCare’?
15. Which company has the tagline “Making a meaningful difference in patients’ lives”?
16. What is the tagline of ‘Boehringer Ingelheim’?
17. With which company is the tagline “Transforming Discovery into Care” associated?

Answers may be mailed to skpaul1212@gmail.com.

Taglines Punchlines of Airlines: Answers - 13

1. "Now Everyone Can Fly" is the tagline of 'AirAsia', the Malaysia-based low-cost airline. AirAsia was established in 1993 and began operations on 18 November 1996.
2. The tagline of 'Saudia' is "Welcome to your world".
3. 'Thai Airways International Public Company Limited' is abbreviated as THAI and is the national flag carrier and largest airline of Thailand. It has the tagline "Smooth as Silk/ I Fly THAI".
4. "The airline of Indonesia" is the tagline of 'Garuda Indonesia', is the flag carrier of Indonesia. It is named after the mythical giant bird Garuda of Hinduism and Buddhist mythology.
5. 'Singapore Airlines Limited (SIA)' is the flag carrier airline of Singapore. Singapore Airlines has a strong presence in the Southeast Asia, East Asia, South Asia, and "Kangaroo Route" markets. The tagline is "A Great Way To Fly".
6. 'Malaysia Airlines' is the government-owned flag carrier of Malaysia.Malaysia Airlines operates flights in Southeast Asia, East Asia, South Asia, Middle East and on the Kangaroo Route between Europe and Australasia. It operates transpacific flights from Kuala Lumpur to Los Angeles, via Tokyo. The tagline is ""MH" is Malaysian Hospitality".
7. " Bringing the world to Africa and Africa to the world ” is the tagline of  'South African Airways (SAA)'. South African Airways is the national flag carrier and largest airline of South Africa.
8. The tagline " The New Spirit of Africa" belongs to 'Ethiopian Airlines', the national flag carrier and largest airline of South Africa. 
9. 'Air Mauritius',  the flag carrier of Mauritius has the tagline "Non-stop Caring".
10. "North of Expected" is the tagline of 'Alaska Airlines' based in the Seattle suburb of SeaTac, Washington in the United States. 
11. 'AeroMéxico' has the tagline "We never stop (Nunca nos detenemos)".

Taglines Punchlines of Airlines: Quiz - 13

1. This airline is is Asia's largest low-fare, no-frills airline and a pioneer of low-cost travel in Asia and has the tagline "Now Everyone Can Fly". Which is the airline?
2. Saudi Arabian Airlines operating as 'Saudia' is the flag carrier airline of Saudi Arabia, based in Jeddah. What is the tagline of 'Saudia' ?
3. This airlines abbreviated as THAI and has the tagline "Smooth as Silk/ I Fly THAI". Which airline are we talking about ?
4. Which airline has the tagline " The airline of Indonesia" ?
5. What is the tagline of 'Singapore Airlines Limited' ?
6. What is the tagline of 'Malaysia Airlines' ?
7. Whose tagline is " Bringing the world to Africa and Africa to the world ” ?
8. This airline has the tagline " The New Spirit of Africa". It serves as the country's flag carrier, and is wholly owned by the Government of Ethiopia. Which is the airline?
9. Which airline has the tagline "Non-stop Caring" ?
10. This airlines flaunts the tagline"North of Expected". Which is the airline?
11. Airways of Mexico, operating as 'AeroMéxico' has the tagline -------------------

Taglines Punchlines of Airlines: Answers - 12

1. 'China Eastern Airlines', China's second-largest carrier by passenger numbers and the world’s third-biggest carrier by market value. Has the tagline “Traveling the globe, making dreams come true”
2. The tagline of 'US Airways' is "Fly With US"
3. “Fly Emirates, Hello Tomorrow, Fly Emirates. Keep Discovering (old slogan), Fly Emirates. To over 100 destinations, Fly Emirates, in six continents” are all taglines of ‘Emirates’, the largest airline in the Middle East. The current tagline is “Hello Tomorrow”
4. “Faire du ciel le plus bel endroit de la terre” (English: "Making the sky the best place on Earth") is the tagline of ‘Air France’ the subsidiary of the Air France-KLM Group. Air France served as France's primary national flag carrier for seven decades prior to its 2003 merger with KLM.
5. ‘British Airways (BA)’ has the tagline “To Fly. To Serve.” Its online marketing slogan is “Upgrade to British Airways”
6. 'Korean Air', both the flag carrier and the largest airline of South Korea has the tagline “Excellence in Flight”.
7. ‘Air Canada’ has the tagline “Go Far”.
8. “Globally Yours” is the tagline of 'Turkish Airlines', the national flag carrier airline of Turkey.
9. 'Qantas Airways Limited', the flag carrier of Australia, originally named "QANTAS", an acronym for "Queensland and Northern Territory Aerial Services" is nicknamed "The Flying Kangaroo" and has the tagline “Spirit of Australia”.
10. ‘EgyptAir’ was founded in June 1932 as ‘Misr Airwork’ and has the tagline “Enjoy The Sky”.
11. ‘TAM Airlines’ is the Brazilian brand of LATAM Airlines Group. The merger of TAM with LAN Airlines was completed on June 22, 2012. The company is currently the largest Brazilian airline. The tagline of ‘TAM Airlines’ is “ Paixão por voar e server” which in English is “Passion to fly and serve”
12. 'All Nippon Airways Co., Ltd'. also known as Zennikkū or ANA, is Japan's largest airline and has the tagline “Japan's Best to the World”
13. “Dream Skyward” is the tagline of ‘Japan Airlines Co., Ltd. (JAL)’.

Taglines Punchlines of Airlines: Quiz - 12

1. What is the tagline of ‘China Eastern Airlines’?
2. What is the tagline of 'US Airways'?
3. “Fly Emirates, Hello Tomorrow, Fly Emirates. Keep Discovering (old slogan), Fly Emirates. To over 100 destinations, Fly Emirates, in six continents” are the taglines of a famous airline in UAE. Which is the airline?
4. “Faire du ciel le plus bel endroit de la terre” (English: "Making the sky the best place on Earth") is the tagline of which airline?
5. ‘British Airways’ was formed by the merger of BOAC and BEA, and two smaller, regional airlines, Cambrian Airways and Northeast Airlines. What is the tagline of 'British Airways' and what is its online marketing slogan?
6. This airline from Asia has the tagline “Excellence in Flight”. Which airline are we talking?
7. ‘Air Canada’ is the flag carrier and largest airline of Canada. It is the world's tenth-largest passenger airline by number of destinations. What is the tagline of ‘Air Canada’?
8. “Emotionally Yours” was the tagline of erstwhile ‘Sahara Airlines’. Whose tagline is “Globally Yours” ?
9. This airline nicknamed "The Flying Kangaroo" has the tagline “Spirit of Australia”. What is the name of the airline?
10. This airline was founded in June 1932 as ‘Misr Airwork’ and has the tagline “Enjoy The Sky”. Which is the airline?
11. What is the tagline of ‘TAM Airlines’? 
12. Whose tagline is “Japan's Best to the World” ?
13. What is the tagline of ‘Japan Airlines Co., Ltd. (JAL)’ ?

Taglines Punchlines of Airlines: Answers - 11

1. "It's the little things that move you". It was followed by an advertising campaign. "Great Service. Great People. Great Fares." In 2011, they rolled out "People. They make an airline." are all taglines of 'Cathay Pacific'.
2. 'Citilink' the low-cost airline of Indonesia has the tagline " Low Fares Everyday...".
3. 'Lion Air' of  Indonesia has the tagline " We make people fly"
4. 'Iran Air', formally Airline of the Islamic Republic of Iran is the flag carrier airline of Iran, has the tagline "Our Mission Is Your Safety"
5. 'Delta Air Lines', the world's largest airline in terms of fleet size, revenue passenger-kilometers flown, and scheduled passenger traffic has the tagline "Keep Climbing".
6. The tagline of 'United Airlines' is "Let's Fly Together"
7. "Love Is Still Our Field", "Just Plane Smart", "The Somebody Else Up There Who Loves You", "THE Low Fare Airline" and "Grab your bag, It's On!" were all taglines of 'Southwest Airlines', the largest low-cost carrier in the United States. The airline's current slogan is "A Symbol of Freedom", "Bags Fly free".
8. 'Deutsche Lufthansa AG' is the flag carrier of Germany and the largest airline in Europe in terms of overall passengers carried and fleet size. The name of the company is derived from Luft (the German word for "air"), and Hansa (after the Hanseatic League). 'Deutsche Lufthansa AG' has the tagline   "Nonstop you".
9. 'China Southern Airlines' has recently created new tag line from  "Best Place in the Sky",  to"Australia, it's really not that far"
10. The tagline of 'Ryanair Ltd' is "The low fares airline"

Taglines Punchlines of Airlines: Quiz - 11

1. The airline's first campaign was "It's the little things that move you". It was followed by an advertising campaign. "Great Service. Great People. Great Fares." In 2011, they rolled out "People. They make an airline." as their latest motto. Which airline are we talking about?
2. What is the tagline of 'Citilink' the low-cost airline headquartered in Jakarta, Indonesia ?
3. This airline is Indonesia’s largest privately run airline, capturing the largest share of the domestic market share. It has the tagline " We make people fly". Which is the airline ?
4. Which airline's tagline is " Our Mission Is Your Safety"?
5. "Keep Climbing" is the tagline of a large and famous airline. Which is it ?
6. 'United Airlines', is a major U.S. airline and is also the world's largest airline by number of destinations and scheduled passenger-kilometer flown. What is the tagline of 'United Airlines' ?
7. "Love Is Still Our Field", "Just Plane Smart", "The Somebody Else Up There Who Loves You", "THE Low Fare Airline" and "Grab your bag, It's On!" were all taglines of the same airline.  Which airline is it?
8. This airline is the world's fourth-largest airline in terms of overall passengers carried and has the tagline "Nonstop you". Which is the airline ?
9. What is the tagline of 'China Southern Airlines '?
10. Ryanair Ltd. is an Irish low-cost airline. What is the tagline of 'Ryanair Ltd' ?

Taglines Punchlines of Airlines: Answers - 10

1. The origin of 'Spicejet' is related to 'Modiluft', one of India's first post-deregulation airlines that was launched by the Indian industrialist S K Modi, in technical partnership with the German flag carrier Lufthansa . 'Spicejet' has the tagline "Flying for everyone". 
2. 'Biman Bangladesh Airlines' the flag carrier airline of Bangladesh has the tagline "Wings of your freedom".
3. The tagline of 'United Airways Ltd.' is "Fly Your Own Airline"
4. 'Drukair — Royal Bhutan Airlines', the national airline of the Kingdom of Bhutan has the tagline "On the Wings of the Dragon".
5. The tagline of 'Myanmar Airways International Co., Ltd.' is "Modern Comforts, Gentle Traditions".
6. 'Cambodia Angkor Air' has the tagline "Proudly the national flag carrier"
7. 'Dragonair', is an international airline and flag carrier headquartered in Hong Kong.  The tagline of  'Dragonair' is "Opening up Asia"
8. 'IndiGo' is a private, low-cost airline based in Gurgaon, Haryana, India. Its tagline is "Go IndiGo"
9. "Fly The Good Times" is the tagline of  'Kingfisher Airlines Limited'  an airline group based in India.
10. 'GoAir' the Indian low-fare airline based in Mumbai, India. has the tagline "Fly Smart"
11. 'Air India' is the flag carrier airline of India. Its tagline is "Your Palace in the Sky!"
12. The tagline of 'Jet Airways', the airlines based in India is  "The Joy of Flying"