Welcome to the Twitter Generation
"A tagline is a slogan that succinctly, memorably, and descriptively sums up a company or product. The art of crafting one is quite complex....A well-constructed slogan can endure in the minds of consumers for years; some taglines have actually outlived their products."
From headlines to taglines, great messaging is composed of exiguous creative words that transcend time. Combining key words into memorable lines started in literature, and then transitioned to other media such as newspapers, radio, movies, and television. The advertising industry turned taglines into a business.
Can you name the company represented by these advertising taglines?
- Think Different
- The Ultimate Driving Machine
- Got Milk?
- A diamond is forever
- We bring good things to life
- We're behind you every step of the way
- Just do it
- A vital part of your world
- Where's the beef?
- The breakfast of Champions
Music added to taglines leads to memorable jingles. Can you name the company behind these five jingles?
- Plop plop fizz fizz, oh what relief it is. - 1950s / 1960s TV Commercial
- Have it your way. - 1974
- It's the real thing. -1971
- Two all-beef patties, special sauce, lettuce, cheese, pickles, onions, on a sesame seed bun. - 1980's
- Double your pleasure, double your fun. - 1986
Movie scripts also provide memorable taglines that become folklore. In 2005, the American Film Institute named the top 100 movie lines. Below are the top 5. Can you name these five movies from their famous taglines?
- Frankly my dear, I don't give a damm - 1939 Movie
- I'm going to make him an offer he can't refuse - 1972
- You don't understand! I coulda had class. I coulda been a contender - 1954
- Toto, I've got a feeling we're not in Kansas anymore - 1939
- Here's looking at you, kid -1942
The Twitter Generation is increasing the pressure on delivering shorter more powerful messaging. Leveraging those 140 characters into a Tweet that your audience will actually read is becoming an art, much like advertising taglines.
Social networks and the general growth of the Internet are leading to a much more crowded digital conversation. In 2013, social networking reached nearly one in four people around the world. By the end of 2014, one Billion individual web sites will be online.
The new battleground for messaging is the digital internet. According to pwc, "within the global E&M (Entertainment & Media) market, digital will be the main driver of growth in the next five years, with revenues increasing at a CAGR of 11.9%. By 2017, digital revenues (including consumer spending on digital content, digital advertising spending and spending on Internet access) will account for 47% of the total, up from 35% in 2012."
All of us have the power to contribute to memorable digital conversations by practicing the art of making every word count. Couple personal examples of crisper creative messaging from recent family texts:
- "The Eagle has Landed in the Chocolate Factory" - On arrival back in Switzerland from a recent business trip.
- "The Shoes Make the Legend" - Texting a picture of the branded shoes just purchased for my son.
Join the Twitter generation. Make it a habit to say it powerfully by keeping it short and to the point.
Advertising Tag Lines: 1. Apple; 2) BMW; 3) California Milk Board; 4) DeBeers; 5) GE; 6) Huggies; 7) Nike; 8) Tyco; 9) Wendy's; 10) Wheaties
Advertising Jingles: 1) Alka Seltzer; 2) Burger King; 3) Coca Cola; 4) McDonalds; 5) Wrigley Doublemint Gum
Movie Lines: 1) Gone with the Wind; 2) The Godfather; 3) On the Waterfront; 4) The Wizard of Oz; 5) Casablanca