Content analysis of corporate taglines reveals brand lexicon
designed to build loyalty in a troubled economy


SAN MATEO, CA – November 3, 2009 – Tagline Guru™, the world’s only branding agency dedicated exclusively to the development and study of taglines and slogans, today released the results of a content analysis of more than 150 corporate taglines that debuted in 2009.

According to Eric Swartz, president of Tagline Guru, “The goal of the survey was to discover the most frequently used words in this year’s taglines, and whether they reveal how companies are strategically recasting their brand message to forge a closer connection with their customers.”

The most commonly used words or concepts (in alphabetical order) are “believe,” “far/ further,” “future,” “imagine/see,” “innovate/innovation,” “more,” “new,” “save/savings,” “together,” and “you.”

“Whereas one tagline offers telling insights into a company’s brand strategy, a whole bushel of taglines reveals a brand lexicon that speaks volumes about what’s important in the minds of consumers,” says Swartz.

“This year’s tagline harvest is all about working harder and smarter, communicating greater value, and creating lasting brand affinity, which, in today’s tough economy, is crucial for cementing relationships and building customer loyalty,” Swartz notes.

Some of the taglines that echo these sentiments include:

Although the impact of “innovation” has been diminished from overuse, and words like “new” and “more” are typical of jaunty sales jargon, concepts such as “together,” “you,” “imagine,” and “future” paint a picture that is decidedly more intimate, inclusive, and optimistic.

“Money is tight, consumers are worried, and corporations aren’t content to rest on their laurels,” says Swartz. “The overall message is that we’re all in this together so we need to set the bar higher, do more, and deliver greater value.”

Swartz continues: “Essentially, this tagline-generated brand lexicon tells us that big business wants to be perceived as a neighborly partner that is industrious, accountable, and forward-thinking. Consumers are tired of being talked at and misled. They’re looking for better ideas, better results, and, ultimately, a better relationship.

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