Taglines & Apples

Français :

A company’s tagline is basically their slogan, a statement that describes the company or creates interest in the company.   A good tagline can influence the decision of a consumer to purchase one product instead of another.   A good tagline should be short and it should differentiate the company from the competitors.   A good tagline should also be unique and should capture the company’s brand and positioning.   A good tagline should be memorable and easily read.

Taglines usually fall under five different sections; imperative, descriptive, superlative, provocative and specific.   Imperative taglines usually begin with an action verb that demands an act from the consumer.   Descriptive taglines simply describe the company, the brand, the promise or the product itself.   Superlative taglines usually make it seem like the company is the best at what it does.   Provocative taglines usually are composed by a question that provokes a thought in the consumer’s mind.   Finally, specific taglines simply states what the business does, or what category of business does the company fall under.

Take as an example Apple’s tagline, which is “Think different”.   This tagline is an imperative tagline that commands the consumer to do something, which is to think differently than other people.   Apple’s target market could be described as middle or upper income individuals who like to use their technological devices for fun, not just work, and mostly professionals in the creative media and design fields.

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