Forbes just had a panel of marketers rate their favorite taglines of all times. It makes for interesting reading, some trips down memory lane and the natural pondering of how I would change the list. Here are the top five:
- BMW: “The ultimate driving machine”
- Nike: “Just do it”
- American Express: “Don’t leave home without it”
- Avis: “We try harder”
- Milk Producers: “Got milk?”
This is a pretty strong list. Each tagline is a succinct expression of its brand personality and brand proposition; clarity of these two points allows marketers to help agencies write great taglines.
Here are my opinions on what I consider overrated entries:
- Dunkin Donuts: “Time to make the donuts” (It must have been a regional campaign because I don’t recall it.)
- Virginia Slims: “You’ve come a long way baby” (Something seems wrong about cigarettes as special treats.)
- Hallmark: “When you care enough to send the very best” (A bit over the top for me. Should someone who gets a card care that it has Hallmark on the back?)
I’d replace these three with:
- Memorex tapes: “Is it live or is it Memorex?” (A strong positioning as the best in its category.)
- Ford trucks: “Built Ford Tough” (If Chevy’s “Like a Rock” makes the list, Ford should be there as well.)
- Continental Airlines: “Work hard. Fly right.” (I like how this communicates with both the passengers and the employees in differentÂ ways. It was part of the turnaround of a previously poorly run carrier.)
Now it’s your turn. What should come off the list and what should be added? I know you have an opinion.