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Advertising straplines: are they worth it?

Advertising straplines. If they’re good and used correctly then they are VERY good! But if they’re bad….. well, the consequences can be potentially brand damaging.

We all know the good ones, the most googled and discussed of which being “Every Little Helps”. I’m not even going to tell you who’s that is, because I’m sure you know. However, sources close to the pitch process for their £110m advertising account have said Tesco is seeking advice over its 20-year-old strapline. It has been questioned whether Tesco can “live up” to the strapline which promises customers the grocer will take lots of small measures to help shoppers, and that Tesco is considering “dropping it.”

They won’t. Of course they won’t. But the mere discussion of doing so raises two great points; The first is that it doesn’t matter whether they do or don’t, the mere thought of it triggers a subconscious recollection of Tesco, and it always will. The second is that by raising this somewhat dubious subject has gained them more column inches and conversation pieces than any of their competitors.

I often meet clients who are looking for a strapline. We work with them to work out whether they need one at all and if so, to make sure it fits with their vision, brand and ethos.

Unfortunately, it would seem that not everyone goes through this process with their creative agency.

Currys – “We can help”. Oh that’s great news, I was going to go somewhere else but now I know that you can help….

Natwest – “Helpful banking”. Brilliant, I’m sick of the unhelpful banking I get from my current bank……

Simply Health – “We can be bothered”. Don’t get too over-excited now, will you…..

Simply picking a tagline for the sake of a tagline is a no-no. Make sure it is RELEVANT, SNAPPY and MEANINGFUL. If not, you might find yourself becoming the brand who “Don’t mind helping”, “Will call you back at some point” or “Do a fairly decent job”.

This was posted in Bdaily's Members' News section by lazy grace .