It gives your brand a boost, produces an explosive effect, and sets it on the right trajectory.
But you don't need a rocket scientist to create smart and successful taglines. What you need is a savvy, versatile, intuitive, experienced, and disciplined verbal branding professional, a.k.a., a master word slinger, linguistic craftsman, persuasive communicator, artful storyteller, real world rhetoritician, and an ad guy who writes copy in his sleep.
In other words, someone like Eric Swartz (The Tagline Guru) who, in his 30 year career as a professional sloganeer, message packager, and branding strategist, has created more than 40,000 brand expressions ranging from corporate and institutional taglines, city and college mottos, and campaign slogans to company and product names, advertising and direct response headlines, plus a host of other short-form messages.
Mr. Swartz’s nearly 400 clients have spanned more than 150 different industries and occupational activities, and his taglines have appeared on all manner of banners and marquees – from beverages, menus, pharmaceuticals, packaged goods, video games, cosmetics, uniforms, and apps to road signs, trains, trucks, taxis, buses, limousines, airports, museums, schoolrooms, and vending machines.
Eric’s polylinguistic and multi-cultural abilities have enabled him to develop taglines across the globe in countries as far ranging as:
Tagline Guru’s clients have included:
Corporations(American Express, Apple, FedEx, Toyota, HP, Oracle, Wells Fargo, VISA, Southwest Airlines, Cisco, Charles Schwab, Safeway, Sun Microsystems, WellPoint)
Non-Profits(Ford Foundation, The Advisory Board, American Academy of Pediatrics, Electric Power Research Institute; Society for Industrial and Organizational Psychology)
Government(U.S. Office of Personnel Management, National Research Council – Canada)
Universities(Emory University, University of Maryland, University of North Texas, Western Governors University)
Destinations(Longview – TX; Tri-Valley – Northern California; McKenzie River Region – Oregon; City of Greater Sudbury – Ontario, Canada; City of Greater Marathon – Florida)
Military, law enforcement, government agencies, and humanitarian organizations
Books, blogs, movies, magazines, annual reports, record albums, cartoons, and TV sitcoms
CEOs, physicians, surgeons, dentists, attorneys, realtors, politicians, publishers, photographers, psychics, personal and athletic coaches, graphic designers, musicians, and stand-up comedians
Mr. Swartz is a recipient of a publishing award from the Council for the Advancement and Support of Education, and has spoken on the subject of branding and tagline development at the Commonwealth Club of California. His articles have appeared in numerous professional publications, and his quips and quotes have been published by Adweek, Brandweek, BusinessWeek, CBS Moneywatch, Investor’s Business Daily, American Way Magazine, MSN.com, MSNBC.com, FoxNews.com, The Boston Globe, The Los Angeles Times, and USA Today.
Eric received his A.B. in Communication & Public Policy from U.C. Berkeley and his M.A. in Communications from the Annenberg School for Communication at the University of Pennsylvania.