In the wake of all the chatter about Burger King’s
new-but-not-improved tagline ("Be Your Way"), I came across this interesting piece on
TalentZoo.com’s Beyond Madison Avenue blog. Brian Keller posits the idea that maybe the tagline doesn’t
matter anymore – that taglines “probably stopped working… over a decade ago”
and that no one but agency folk really care about them anymore.
The very idea that the tagline is obsolete goes against the
grain of all I’ve learned and how I’ve worked (and still work) as an
advertising/marketing writer. Creating taglines is one of the first steps in
our branding/positioning strategizing – and it still seems to resonate
strongly with our clients as more than just a vain exercise.
But I have to
admit, when I saw the jumbled list of corporations and taglines that Keller
posted, it did kind of jar me. How many well-known taglines/slogans are
interchangeable? “I’m Lovin’ It” – couldn’t it work for Macy’s as well as McDonalds? “Just Do It” – everyone knows it’s for Nike (so there’s validation
for the “it still matters” camp) – but couldn’t it also equally apply to, say,
Home Depot?
Good food for thought… and a creative challenge to writers
and agencies, to make sure that when we do create taglines, they are truly exclusive
to and identifying of a particular, unique client – and not just nice
words that could apply generically to a slew of different clients.
Burger King needs to dump whoever came up with the idea of changing their tagline. 'New' for the sake of 'new' is always an error. "See the USA in Your Chevrolet", still works, as does "Where's the Beef", though these are no longer even used. Even IF the 'Vice-President of Doing Nothing' thinks he has a cute idea, it is not his job: his job is doing nothing. If a joke needs to be explained, it is not funny. And
ReplyDeleteIf Burger King has to rationalize its promotion, it has already failed. The talent behind that campaign is lacking. Corporations are the Enemy of Creativity by their very nature. They used to stay out of PR & Marketing. Now they dominate both. "In-house" staff is rarely qualified, nor should they be allowed, to Professionally Promote. Anything.
Tim Sloan, Albany, NY
(Hi, Randy)
Hi. I thought this was 'right up your alley':
ReplyDeletehttp://www.timesunion.com/local/article/Price-Chopper-to-be-renamed-Market32-5885265.php
"SCHENECTADY — The Golub Corp. is changing the name of Price Chopper supermarkets to Market 32.
The Schenectady-based chain made the announcement at a news conference Tuesday morning at its headquarters.
The new name was derived from the fact that the company was founded by Ben and Bill Golub in 1932, CEO Jerry Golub said.
The company will spend $300 million..."
In my little comment under this story, I left out the fact that I was a PR & Marketing Staff Member when a similar disaster was implemented, at SPH. I did that for 8 years before we met, and was the only 'dissenting voice' against changing "St. Peter's" to "MercyCare".
They spent $250,000.00 to just change it 'clerically', and another $250,00.00 to change
it back. I was NOT popular behind having been correct: not a 'team player', it seemed.
Happy Thanksgiving, and a Merry Christmas to you, Randy. They never seem to learn.
Tim Sloan
Albany
Tim!
DeleteSo great to hear from you and apologies for the long delay in responding. I am woefully lax when it comes to maintaining my blog and therefore had not even seen your comments until recently. I am pleased that you found my site, and perhaps it will give me more impetus to keep on it more regularly. Also, the New Year has provided me with a hopefully-not-temporary resurgence of interest in being more regular about posting on the blog. At any rate, I appreciate your comments and very interesting story about Golub - as well as your experience with SPH/MercyCare. The sheer amount of $$$ invested in ridiculous marketing decisions is mind blowing. Kudos to you for being a lone voice in the wilderness.
Hope you had a nice holiday season. If you are blogging anywhere, please send me the link and I will be happy to check it out.
Randy
Thanks, Randy. I don't blog, at the moment, although I am 'toying' with joining Squarespace.
DeleteI've moved back into Music Production, and left the corporate 'culture', insofar as is possible.
I seldom mentioned my background, at "the radio station" where we both worked, since it
never seemed relevant. I was also a Professional Musician for 15 years, and have returned
to that, full-time. As a Board Certified IT Pro, I am now able to 'replicate' a whole Band, by
myself, as well, and that is where my ambitions now reside. Impediments are reduced.
The Music Business is in very bad shape. "The Egg" is attracting higher-profile performers,
as they scramble to survive. Reprobate 'David Crosby' is now on tap at that Venue. How
the Mighty have 'fallen'. Unfortunately, last week he ran over a Jogger, in his Tesla. (How
the jogger got into his Tesla is another story, to paraphrase Grouch Marx ;>)
"St. Vincent" just played Upstate Concert Hall (old Northern Lights, in Clifton Park) and was
Sold Out. Good for her; Annie Clark is an Artist: flawed, but bona fide. 'Newsboys' also just
did a gig at the Palace, in Albany. 'CCM' seems to have significantly diminished over time.
Radio Shack just closed a number of stores, locally, as they face bankruptcy. Those who
put their 'faith' in Corporatism are reaping the rewards they deserve. Sears and K-Mart
are done, as well. The 'elite' still hold their parties, and behave like nothing's happening,
but 'the writing's on the wall'. "Media" is in trouble, deep; locally, and nationally. And that
downward trend is accelerating. I chose to study, and enter, IT because the future of just-
about-everything will be online, increasingly. 'Bricks and Mortar' cannot wholly subsist on
the patronage of the Entitled. As the gulf between the 'Haves', and 'Have-nots', widens we
can foresee troublesome times ahead. Spending half-a-million dollars just to remain in the
same spot is simply the tip of the iceberg...
Stay warm, and dry,
Tim Sloan
Musician