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Wednesday, September 21, 2011

Hit by any of these great tag lines? Read why they’re so good.

Some of these great tag lines are current. Some are classics. All the great tag lines and brands below are trademarks or registered trademarks of their respective companies. Maybe you have some great tag lines of your own?

Love them back -- CESAR Canine Cuisine. Begins with a verb – always a plus. Taps that emotional connection people have with their dogs. And yes, people do look for ways to give back to their beloved pets.

Good. Better. Behr. -- BEHR Paints. If you insist on saying that your product is the best, this is a fine way to do it.

Click It or Ticket -- NHTSA’s seat belt communications program. It’s a bit clumsy -- IMHO, both parts should be verb phrases. But you can’t beat the rhythm and the rhyme. And you can’t argue with the results: According to the National Highway Traffic Safety Administration (NHTSA), Click It or Ticket is the most-successful seat belt enforcement campaign ever, helping create the highest national seat belt usage rate of 85 percent.

Drive one -- Ford. Okay. Maybe I will.

Proud sponsor of the comeback -- MetroHealth System. My new favorite tag line. And it’s all in the great word “comeback.” After all, isn’t that what everyone is trying to do when battling an injury or disease?

We bring good things to life -- General Electric. A positive “feel good about us” line. Suggests that GE products and services have a “higher purpose.” Clever play on words.

You’re in good hands with Allstate -- Allstate Insurance. Using the word “you’re” (and putting it up front) makes this tag line intensely customer focused. Creates a picture in the minds of the readers -- nice. Stayed relevant for decades, which is no small task.

Can you hear me now? -- Verizon Wireless. Verizon took a phrase commonly uttered by phone users and built a brand around it. Verizon stayed with the line (important), used it in good commercials, put massive dollars behind it, and the rest is history. And, when your tag line becomes a part of American pop culture, you’ve really hit it big.

Talk to Chuck -- Charles Schwab. Makes a huge company sound like a buddy. Nice. Begins with a verb. Asks for the order. Three short syllables.

Be all that you can be -- U.S. Army. And here it is: IMHO, the greatest tag line ever. Uses only single-syllable words, six syllables total. Begins and ends with the same word (not sure that’s ever been done in a tag line before.) Aggressively challenges the reader. Used from 1980 to 2001.

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