Beware of the strapline
Straplines. What’s your feeling? Let's face it, some straplines are just crap lines. If you're going to make a bold statement, you better make damn sure you can live up to it. A kind of ’Live by the sword - die by the sword’ strapline.
Even the best straplines can come back to bite you in the ass. We thought it would be fun to take a look at some other iconic straplines that have bitten back:
‘Nobody ever got fired for buying IBM’ (IBM)
Try and buy an IBM computer now though!
‘Nothing sucks like an Electrolux’
Sucks? Really? Interesting choice of adjective.
‘Flies all over Africa’ (Nigeria Airlines)
‘Nothing works faster than Anadin’ (Anadin)
Better to take nothing then?
'Helping You Find Healthy' (Bupa)
Except you can’t find healthy just like you can’t use adjectives as nouns. It’s not a sock.
‘Never 'knowingly' undersold’ (John Lewis)
Great get out clause - not sure it would stand up in court though.
A good brand strapline is something that is truthful, realistic and doesn’t suffer all-things-to-all-people syndrome. There are no rules but we say do it well or leave well alone, please.
And there are some pretty big brands that have done it well. In fact, they’ve done it so well that we don’t even need to tell you who they are. How many do you know?
• Just do it
• Impossible is nothing
• Reassuringly expensive
• The best a man can get
• Every little helps
• The world’s local bank
• Always Coca-Cola
• Does exactly what is says on the tin
• Intel inside
• Think different
• Beanz meanz Heinz
• Don’t just book it. Thomas Cook it
• Connecting people
• Its good to talk
• The ultimate driving machine
• Ah, Bisto!
All we’re saying is tread carefully with straplines boys and girls, they can be dangerous.
At Huddle, we don’t do straplines (Ok, we do but bear with us for the punchline) but if we did, it’d probably be the best strapline in the world.