Unwittingly or not, taglines often use rhetorical devices that give them a distinctive tone, image, style, and personality. After all, the creative process involves wordsmithing – using the right words in the right combination at the right time for a desired effect.

Since taglines are part text, part texture, be aware of the symbols, nuances, images, and associations that words evoke, as well as the order and combination of sounds they conjure up. They communicate meaning on both levels while attempting to strengthen the brand aspirations of an organization, product, or service.

There’s something highly subjective about how a tagline strikes you. When the message, sound, and meaning are working in harmony with one other, it’s got good mojo. It tells a story that transcends commonplace experience. It forms a gestalt that’s larger than the sum of its parts. In other words, your tagline wags.

By aligning your tagline’s message and expression in an artful, clever, and pleasurable way, we’ll help you amplify the meaning of your brand, crystallize its persuasive effect, and extend its influence and value.

Get your tagline on…like the big fish do!

Additional Resources

Wag the Tagline: The Rhetoric of Brand Messaging

Tagline Portfolio

Storyline Development