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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 39. The three M’s of taglines: Meaningful, motivating, and memorable

Great taglines instantly create meaning around a brand. Pepsi’s “Generation Next,” Michelin’s “Because so much is riding on your tires,” and Visa’s “Life takes Visa” all nicely capture something special about those brands—Pepsi’s association with youth, Michelin’s emphasis on safety and trust, and Visa’s connection to our day-to-day lives.

Powerful taglines should embody three characteristics. They should be meaningful, motivating, and memorable. Let’s take these three M’s and consider them individually from the consumer’s perspective. A tagline must be meaningful. What is meaningful about the brand to the target audience? Why should your target care? If it is not meaningful, ...

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