Today, however, Apple uses different slogans for different products: Still, it’s become so synonymous with the brand that in some ways it will always and forever be its tagline. For example, everyone assumes Apple’s tagline is “Think Different,” but that was actually just a slogan for a campaign. The lines can be murky, especially in terms of public perception. A slogan represents a specific product or ad campaign.(Fun fact: “slogan” comes from the Gaelic word “slaugh-ghairm,” which means “war cry.”) We break it down as such: The word “tagline” is often used interchangeably with “slogan,” but the two are slightly different. What Is a Tagline?Īs defined by Alina Wheeler in Designing Brand Identity, “A tagline is a short phrase that captures a company’s brand essence, personality, and positioning, and distinguishes the company from its competitors.” So what really makes a great tagline? How do you come up with the right one? We’ll break down everything you need to know, along with our own tips to create your own.īut first, let’s review the basics. Luckily, researchers are slowly discovering the secrets of a great tagline, making your life a lot easier. That said, you don’t totally have to fumble around in the dark. And although it’s frustrating, it’s necessary to find the right one. It’s usually a long slog through brainstorms and iterations. There’s no magical Don Draper to feed you the perfect line. Coming up with a great tagline isn’t like the movies.
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