A strapline, also known as a slogan or tagline, is a few words or phrase that personifies your brand.

Being concise and precise is crucial for an effective strapline. A strapline should be short and sweet. Ideally something memorable that triggers an emotion and links to the brand. It is easy to remember for the consumer and if the person identifies with it, can create brand loyalty. A well thought out strapline increases brand recognition and enhances the values of the brand.

An effective strapline:

• Differentiates your brand from your competitors
• Is memorable and gives personality to your brand
• Increases brand recognition and brand loyalty

The brand must of course deliver what the strapline promises to do and must fit with the brand to be of any value.

In order to be memorable, it is recommended that a strapline be short such as Sky’s ‘Believe in Better’ or McDonald’s ‘Lovin’ It’. There are exceptions to the rule however usually for brands that have a healthy advertising budget, as in ‘Good things come to those who wait’ for a Guiness. Although a lengthy strapline, it epitomises the brand and is reinforced by stunning TV commercials.

Nike’s renowned ‘Just Do It’ is a successful strapline the company has been using for many years and below are a few more examples:

BA – To Fly to Serve
Sky – Believe in Better
L’Oreal – Because you’re worth it
MacDonald’s – Lovin’ It
Rolex – A crown for every achievement
Nike – Just do it!
Kit Kat – Have a break, have a Kit Kat
Yellow Pages – Let your fingers do the walking
Financial Times – No FT, No Comment
Tesco – Every Little Helps
Guinness – Good things come to those who wait
Thomas Cook – Don’t just book it. Thomas Cook it
Amex – Don’t leave home without it
HSBC – The world’s local bank
KFC – Finger lickin’ good
Avis – We try harder

We would love to hear from you on your all time favourites!

Several commercials have been released for preview and our favourite has to be the new Honda ad by Santa Monica ad agency RPA, featuring Matthew Broderick as himself, imitating his well-loved character Ferris Beuller in the 80’s classic ‘Ferris Bueller’s Day Off’.

The ‘Matthew Broderick’s Day Off’ ad has viewers follow Matthew as he calls in sick to work, ‘how can I handle work on a day like today’ and ‘one of the worst performances of my career and he never doubted it for a second’.

The updated version has Broderick trading in his 1961 Ferrari for a new 2012 Honda CR-V. There are clear references to the movie including a valet calling ‘Broderick, Broderick’ in a monotone voice, as well as close encounters where Broderick is almost caught, all set to the original song choice ‘Oh Yeah’ by band Yello.

The commercial has over two dozen references to the original movie and is sure to bring back good memories for those of us who enjoyed the 80’s flick.

The choice of music ‘Stayin’ Alive’ by the Bee Gees could not be better especially with Vinnie’s associates swaying in the background as he revives his ‘one he made earlier’. And the final sign off message with ‘hard’ and ‘fast’ tattooed on his fingers is brilliant.

This integrated marketing campaign has been carried across social media through YouTube, Twitter, digital ads, apps and literature. It is effective because its target market, the general public, can understand quickly what to do during a medical emergency, even if they have not had CPR training.

There is no doubt that the Hard and Fast campaign will save lives as Vinnie Jones springs to mind…and we all start humming ‘Stayin’ Alive’!

What are your thoughts on this campaign?