Taglines: the epitome of “less is more”.

I was recently driving on I-40 in North Carolina, when I saw one of Cheerwine’s new “Born in the south. Raised in a glass.” billboards that are part of their LEGEND ad campaign. I really like the slogan and I have always admired the ability to say so much with so few words. I imagine it was probably a lot of fun coming up with it, but creating a good tagline is not easy. Just take a look at the tongue-in-cheek tagline generator created by Formative, a brand strategy company in Berkeley, California. With over-the-top lines like “leveraging leading-edge paradigms” you are not likely to find any real inspiration, but I think that’s their point. For more useful advice on creating a meaningful and effective tagline, nonprofit marketing consultant, Nancy Scwartz presents plenty of ideas and examples in her  2011 Nonprofit Tagline Report . Even if your client is not a nonprofit, the concept is the same and her thoughts are sure to help. Taglines and slogans have been going strong in America since the late 1800s. They are the epitome of “less is more” and I look forward to seeing what the ad world comes up with next.

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