Viva’s Blog: let your tag line write itself

Ever sit down and try to write a tag line? If you have, then you’ll know it’s a waste of time. Great tag lines are organic. They appear when you’re in the thick of the consumer experience. When you’re listening to people talk about what they get or how they feel or what their interaction with your brand means to them. That’s when you discover the magical words that tie the brand to the brain.

When you’re under pressure to come up with a list of great tag lines, that’s when mediocrity sets in. You’re forced to add to the list; and the result is a brand handle that feels insincere.

Case in point: Pierre’s Ice Cream. Pierre’s is a company truly dedicated to their customers. While conducting research to further understand their customers, we kept hearing ice cream lovers describe the emotion involved with the ice cream experience. The tag line flowed from the conversation: Pierre’s. It’s my ice cream.

It’s better to be sans tag line than to force one. Be patient. It’ll come.