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December 17, 2008
Death of Taglines
Posted by Brad Abare | Filed under: Marketing
The "Made to Stick" brothers, Dan Heath and Chip Heath, deliver stellar advice yet again in their latest Fast Company column, "Kill the Slogans Dead," as they admonish us to "fight the urge to think in clever taglines."
Slogans, argue the Heaths, are not anything new. "The Oxford English Dictionary traces [the word slogan] back to the year 1513, referring to a battle cry of Scottish Highlanders." Slogans were often displayed on their coat of arms, including this gem from the Donnachaidh clan: "Fierce when roused."
The "slogan-virus" is rampant these days and it's the antidote to a good story. "When you have a big idea, make it come alive with a story. Make it real, color in some details, let it be something people care about. Just don't make it snappy."
This is one of the things I appreciate about the Personality Profile™. Instead of a crescendo at the end unveiling a great tagline, the process results in a frame-by-frame story that captures the essence of the organization. The Profile becomes a framework for decision making and storytelling, with everyone working from the same page.
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