One of these Things is Not Like the Other

“Just do it. “ – Nike

“Think different.” – Apple

“Think outside the bun.” – Taco Bell

The three phrases above are a series of words that you’ve probably heard a time or two (or 2,000,000). They are short, catchy, and memorable. But are they a tagline or a slogan?

They’re taglines. Do you know why?

An important distinction

Slogans and taglines are both marketing tools but serve two different purposes. Slogans are associated with product campaigns and may change over time, while taglines showcase the business’ brand and are typically permanent.

It’s easy to confuse the two. Think of it this way:

• Slogans are used on packaging or in commercials and are created specifically to sell that product.
• Taglines create a lasting impression. They relay a brand’s value.

Some examples

See if this helps: L’Oreal’s tagline, “Because you’re worth it.” is closely associated with the brand and speaks directly to the consumer. One of L’Oreal’s products, Maybelline, uses the slogan, “Maybe she’s born with it. Maybe it’s Maybelline.” The tagline serves as the overarching theme for the entire brand and the slogan applies to one product.

Here’s another one: “What’s in your wallet?” is the Capital One tagline that is likely as burned into your brain nearly as deeply as Samuel L. Jackson’s distinctive voice as he speaks it. Capital One owns a product – Mastercard – and that particular product uses the slogan, “There are some things you can’t buy. For everything else, there’s Mastercard.”

Hopefully this helps you recognize the difference between taglines and slogans. If you’re thinking of creating one or the other (or both!) for your business, product, or service, let’s talk.

And here’s one you may not be familiar with but absolutely need to know: “Creativity unwrapped.” – Lollipop Copy