Six Tagline Mistakes to Avoid

A tagline works because of how it sounds, how it looks, how memorable it is and how easily it conveys a brand promise. Creating taglines is some of the most difficult writing, because so much is demanded from so few words.

We can all name taglines that worked, like:

  • Just do it (Nike)

  • Got milk? (California Milk Processor Board)

  • Where's the beef? (Wendy's)

  • Think different. (Apple Computer)

  • Melts in your mouth, not in your hands. (M&Ms)

  • It takes a licking and keeps on ticking. (Timex)

But here are some that we're not so sure of:

  • We're Exxon. (Exxon)

  • We're chicken. (Tyson)

  • Is that Playtex under there? (Playtex)

Here are pitfalls a good tagline should avoid—from the Tagline Guru (a site worth visiting, by the way):

  1. Being cliche.

  2. Being bland or boring.

  3. Attempting to imitate another good tagline.

  4. Not being true to your brand.

  5. Being self-serving.

  6. Using complex, long words.

Read more about these tagline mistakes at taglineguru.comy