Retailers are the worst purveyors of meaningless tag lines.
The tag line is a hardworking collection of words that should give you that "aha" moment every time you see or hear it.
Then over time, the tag line can evolve or change as long as the verbiage remains tree to the brand.
I'll illustrate with arguably the most famous tag line on the planet, Nike's expression of Just Do It.
So here's the guideline: A brand positioning can be expressed verbatim as a tag line, but a tag line is not usually the brand positioning unless it is a direct lift from the positioning statement.
When FCCLA completed this exercise, one tag line option, "Release your potential," received 215 points from teachers but only 70 points from students, which meant that teachers felt three times more strongly about this tag line than did students.
By hiring a consultant who used the fixed-sum preference scale for words and ultimately a tag line, we were able to developed a tag line that was clearly the favorite of the entire group.
Because the word leadership tested well in both groups, its inclusion in the final tag line is no surprise.
When developing a tag line, use the following exercises: