Out with the Old
When an agency proposes a new brand messaging campaign to a company with an established tagline or slogan, a level of tension is expected, and even healthy. Brand messaging is not to be taken lightly. A tagline can accrue priceless brand equity, which shapes corporate identity, adds market share, and even creates financial value. However, the goal of every company is to expand, and expansion requires new messaging to match new capabilities.
Think of slogans for products with serious brand equity — “make.believe,” “You know when it’s real,” “Is it in you?” These are current taglines for the companies Sony, Wendy’s and Gatorade, yet each replaced an equally powerful brand message: “Like.no.other,” “It’s better here,” “That’s G.”
If these global juggernauts believe refreshing their messaging with the times can improve their market position, shouldn’t we all agree?
When it comes time to retire an old, accomplished slogan in favor of something new, it does not mean the loss of all the effort it took to build brand equity. Rather, it’s a new opportunity to re-introduce your brand to a world that never stops changing.
– Pete Anderson
