When it comes to the development history of domestic advertising, the influence of 4A cannot be avoided. They brought an international work model, a Chinese language mixed with English, and some international brand work terms. For example: Big idea/Brief/Campaign/Insights/KV/Logo/PPM/Story Board/Shooting Board/Acopy/Bcopy/Bodycopy...
Among them, the hot words that are loved by Party A and Party B and are most popular and used are Brief, KV, Logo and "Slogan" (brand slogan) are the most commonly used English words. This word is always on our lips like a mantra in our daily work communication. Many people say it, but few people in the brand and marketing departments can truly understand the intention of this word and its correct use in brand advertising. And the difference between Slogan and Tagline, Claim, and headline in brand communication.
Due to the recent epidemic, I happened to be slightly out of work. I also wanted to take this opportunity to reorganize my basic understanding of the brand. The original intention of sorting out was to make my work more organized. When communicating vertically with the same department or horizontally across departments, it reduces communication costs, improves work efficiency, and avoids confusion in information communication.
Let’s talk about Tagline first, which means slogan. Usually refers to brand proposition or brand concept. It is the concentration of brand value and image, usually in conjunction with the brand logo, to strengthen brand communication and convey brand value.
But not everything combined with the brand logo is Tagline (brand proposition), and some brand logos are used in combination with brand positioning. For example: NIKE's "just do it" is NIKE's Tagline (brand proposition). Volkswagen's Das Auto (German translation: This is the car) is the brand positioning, which is consistent with the brand positioning of Volkswagen's original national car.
Whether it is brand proposition or brand positioning, once it is determined, it will not be changed overnight. As the brand accumulates and precipitates in the long-term communication, it will form a brand asset imprint. This is better carried out in foreign-funded or joint ventures. On the contrary, in domestic enterprises, especially those in which professional managers are in charge, each leader is always keen to modify the brand positioning or brand proposition as a kind of enthronement ceremony to command the world. reflect.
Let’s talk about Claim, which means statement and claim. It is also a product advertising slogan. It is mostly a condensation of product positioning. It is used to differentiate competing products or the attitude, temperament, and values of the target group from the perspective of differentiation and personality. For example: Jetta, a rational choice. It’s more about product positioning and emotional elaboration. This is also done after USP, competitive product SOWT analysis, and consumer analysis in the early stage. Once determined, it will not be easily changed during the product life cycle.
Let’s talk about Slogan, which means slogan and advertising slogan. It uses simple words to express the characteristics and benefits of a brand or product. It is more often used in phased brand campaign communication. It will be used in different communication cycles and different marketing purposes, so staged and scene-based advertising slogans are a feature.
Let’s talk about Headline, which means title. Titles usually used in posters, advertisements or newspapers and news. Generally, the Headline is a summary of the program, followed by the detailed selling points of the Bodycopy or the details of the event highlights, dealer information, registration methods, etc.
In terms of use, Slogan (advertising slogan) and Headline (title) overlap with each other in certain usage scenarios, but in the context of a staged brand campaign, there is a clear distinction between the two. S The logon (advertising slogan) can be the theme of this brand communication activity, and can be extended into different communication materials according to different media. This can include a series of advertisements or a series of posters. The slogan of the poster remains unchanged, but the Headline of the poster The title can be changed.
This is because some people confuse Slogan (advertising slogan) and Headline (title), and some people confuse Slogan (advertising slogan) and Claim (product statement or positioning) in use. Or some people simply use the term Slogan all the way from brand proposition to product positioning, to event slogans, to advertising titles, and mix it up all the way.
In fact, the original intention of talking about the differences between Tagline, Claim, Slogan, and Headline today is to sort out the differences in a complete brand communication. Only by clarifying their respective positions and performing their respective duties can they play their respective roles. Not every company, every brand, must use it in such a step-by-step manner in every phased brand campaign communication.
This is just a matter of using standards. If you eat not at a Kempinski restaurant, but at a street food stall, you will find that what is placed on the table is not a napkin, but a roll of toilet paper. This roll Toilet paper can be used to wipe hands, mouth, tables, and in emergencies...; The purpose of
sorting is also to unify standards. For example, if you ask me, how about this paper? Then I want to ask where is this paper used? Should it be used as facial tissue, toilet paper, copy paper, or calligraphy rice paper? Only by unified measurement standards can we judge whether it is suitable or not.
It’s empty talk. In order to facilitate everyone’s understanding, I attach an advertisement for the Volkswagen Magotan that I made in 2010. In the
screen: 1 is Tagline, 2 is Claim, 3 is Slogan, 4 is Headline (sometimes also called subtitle), and 5 is Bodycopy.
The above is the summary shared today, with two purposes:
The first purpose is to facilitate everyone to communicate on one channel, reduce communication costs, and make meeting discussions more meaningful, otherwise it will be easy to play the piano to others. The second purpose of
: to facilitate everyone to judge right from wrong and good from different uses and standards. Otherwise, it will be easy for chickens and ducks to talk. The final purpose of
is to hope that everyone’s communication channel will always be online.
