EE Presents the "My Favorite Tagline" Contest
"Just Do It." "Got Milk?" "It's Everywhere You Want to Be." "Think Different." "Stay Thirsty, My Friends."
A powerful tagline (even if, as in the case of the penultimate example above, it puts an adjective where an adverb should be) does much of the heavy lifting for a brand; it communicates something fundamental, in just a few words, about what that brand stands for, what its associated products and services can be expected to deliver, and what occupies the space between the brand and its target.
Some taglines strike us as pure music ("Nothing Stops a Bullet Like a Job" is one of the brilliant slogans from Homeboy Industries. We also love "No Rant, No Slant" from public radio station KPCC-FM). Others, well, strike a more discordant note: The Hollywood Bowl's potentially scatological "A Story in Every Seat"; the National Endowment for the Arts' "A Great Nation Deserves Great Art" (P.U.); Edison's "Because Electricity Is Different" (different from what?). As far as we're concerned, when it comes to hitting the branding ball, these swing and miss.
We here at EE spend more time dissecting taglines than we care to admit, and we've decided to share our preoccupation with you. Announcing the first-ever Editorial Emergency "My Favorite Tagline" Contest. Here's how it works: Submit your favorite tagline to our Facebook page (if you haven't already, you'll have to "like" the page) by August 31, 2012. It can come from a radio spot, a billboard, a Web banner — as long as it's publicly visible. We'll select a trio of semifinalists and ask you to vote for the winner. The person who submits that winner will receive a $100 Amazon.com gift card (Amazon.com: " ... and you're done").
May the best tagline win.