TAGLINES + SLOGANS.

A tagline and slogan are similar however one represents the brand and the other is more specific to a product to create word of mouth and something to talk about.

Tagline: a phrase used to define a brand or their values

Slogan: a short snappy recognisable phrase to distinguish a brand's product

Taglines and slogans are short memorable lines which reflect the fundamental values of the brand and product. They often use repetition, alliteration or rhyme to become memorable to consumers and word of mouth sometimes make them common knowledge and be used across the whole marketing compaign.

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BRAND CASESTUDIES:

Nike: 'Just Do It.'

Nike has used their slogan very well in adverting as whenever a consumer will see even the logo it will be associated with the phrase: 'JUST DO IT'. The slogan was actually inspired by a double murderer called Gary Gilmore as they were his last words before he was executed, the murders were in Utah in 1976, Gilmore robbed and murdered one and then killed the other, a motel worker. While facing down a five-man firing police squad, Gilmore said: 'Let's do it.' and henceforth the birth of the slogan. Dan Wieden, the head of ad-agency Wieden & Kennedy, noticed this and included it as the focal point of a TV ad in 1988. 'I like the "do it' part of it," says Wieden as he tells filmmaker Doug Pray in his 2009 documentary 'Art & Copy'.

The brand's target audience are in the 18 - 24 and 35 - 34 age brackets as they are the age groups which are most passionate about continuous fitness and also those who are most physically able. Their target audience is the succeeder who just wishes to be at the top of their game and in the best condition possible through fitness, they don't have time to be messed around and would be attracted to the straightforwardness.

Altered slogan: 'Get It Done.'

My version is a simple phrase which could easily pair to the brand in terms of memorability and their message. They wish to encourage their target audience to stay healthy and their slogan says this in a cut throat easy way to convince them to go through with the work out and I feel 'Get It Done' sees this through. Both slogans are of three words which sticks more with the public's brand association of the basic 'get to it' attitude.

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L'Oréal: 'Because You're Worth It.'

The company puts this slogan with the brand logo in adverts among so the phrase is very memorable. They are capable of slightly altering the slogan to work with world current politics as displayed below as they aim to uplift their consumers. It was written in 1973 when female recognition became very adamant. They became the last words of the first aired advert for the brand and stuck with the audience and it therefore became the actual slogan. The company is generally targeted towards women and female empowerment, this message is specially popular within the age range of 18 - 25 as they crave equal rights and to be given respect and actively make movements to support this. They would be in the reformer bracket and want to be given the best possible product, they would resonate with the tagline and therefore be attracted to the company brand.

Altered slogan: 'Feeling Beautiful.'

If the brand were to have another slogan it would be something related to the scene of confidence and self love, this I why I feel like 'Feeling Beautiful' would match the brand's ethics and message of female empowerment. The target market would be the same although gain the attention of the mainstreamer as they would want to feel beautiful though with time efficient ways, the snapping 'Feeling Beautiful' suggests that the brand represents quick results so they can continue their busy days.

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Tesco: 'Every Little Helps.'

The company bases their values on being there for the mainstream and giving them the best price with the highest quality products. Alessandra Bellini, Tesco’s chief customer officer, states: 'The times when Tesco thrives as a business are when it puts its customers at the center of it, and when we haven’t done that, things haven’t gone so well for us.'. The slogan was made by the agency Lowe Howard-Spink in 1993 and is even still a household phrase almost thirty years later. One of the first TV adverts featuring the slogan emphasises family values which is still a main value today, which appeals to their family focused mainstream audience. The age range is 35 - 44 of the ad as it shows that early family life where your chaotic life can be calmed by the dependable supermarket. The audience is the mainstream as Tesco is a big brand supermarket, one of the most popular of the UK, where they hold a no hassle approach so the customer can easily dive in the shop without wasting time in their schedule; time efficiency is very attractive to the mainstream.

Altered slogan: 'Saving Every Penny Possible.'

The phrase works in line of the current slogan 'Every Little Helps' with the theme of saving money. My slogan suggests to the audience that the company are on your side and would always give the cheapest prices and never scam the public, this keeps in line with the current audience so I believe that would remain the same.