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How to Get Inside Someone's Mind and Stay There by Jacky Fitt

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CHAPTER 10

Sticky Straplines

What Are They?

The strapline, or tagline, is a collection of words that accompany a company’s logo or name. An important “touchstone” for a brand, the creation of a strapline often comes out of the initial branding process but not always, and if your brand doesn’t have one, it’s an opportunity missed. Some people think straplines are old fashioned (their origins date back to the advent of mass manufacturing in the late 1800s), but just ask a child to reel off a few of their favorite products’ straplines and you’ll see just how powerful they remain.

Why Use Them?

As an essential part of creating effective content marketing, defining your core values, actions, and messages should include looking at how you are already ...

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