This Weblog addresses topics related to the legal industry--marketing, sales, management, mergers, advertising, various electronic media (Web sites, proposal centers, intranets, CDs, etc.)--anything that's in the news, or should be in the news. I've worked in legal marketing since 1984--the very early days--and have served as an in-house marketing director (for 11 years) and consulted to some of the finest law firms and legal industry companies in America.
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| Taglines and Slogans |
In an article called, "Coining a phrase to turn a buck," (Dallas Morning News, 5.21.06), http://www.dallasnews.com/sharedcontent/dws/news/nation/stories/DN-slogans_21nat.ART.State.Edition1.8c4be6f.html staff writer Diane Jennings writes about tourism slogans. The Web site http://www.taglineguru.com asked 100 advertising, marketing and branding professionals to rank city slogans and nicknames--official and unofficial.
Not surprisingly, "What happens here--stays here" topped the list. Interestingly, Las Vegas business leaders are still troubled by the slogan, believing it paints a sullied picture of their fast-growing city. It was clearly the antithesis of the family-friendly focus they had a few years ago.
Many taglines are boring and safe, however, including Dallas's (which didn't even merit being on the list)--"Live large; think big." New Jersey acting Governor dissed someone's suggestion, "New Jersey: You got a problem with that?!" in favor of "New Jersey: Come see for yourself." One of the Tagline Guru's favorite slogans is "Where yee-haw meets ole!" for Eagle Pass, Texas. Other high-ranking taglines include: "Cleveland Rocks," "Always turned on" (Atlantic City) and Hershey, PA's "The sweetest place on Earth."
Why have a tagline if it doesn't put a stake in the ground? It should fast-forward impressions about you, and create a strong mental picture of the company, law firm or community it represents. The Tagline Guru calls slogans the "haiku of branding." A perfect way to think about them.
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