"For the grandma, it was just chocolate, but for her, it was her IDENTITY!” The end of the Slogan vs. Tagline dilemma

The twin sisters, Sofia and Taylor, were playing hide and seek in the garden when they suddenly jumped with excitement upon seeing their grandmother return home with shopping bags. 

They had a strong feeling that the bags held treats like chocolates and candies. They hit the nail on the head as their grandmother pulled out two bars of Kinder Bueno chocolate from one of the bags. 

Sofia couldn't bottle up her joy and got goosebumps, but Taylor stormed and gave her grandma the cold shoulder.

"I don't eat that kind of chocolate. My favorite is Dairy Milk, especially the marvelous creations with jelly-popping candy that crackles in the mouth," Taylor said.

"Chocolate is chocolate, twins twinning everything together"  responded Grandma.

"Being twins doesn't mean we have the same identity," Taylor voiced.

Taylor felt as though her grandmother was marginalizing her personality. 

She doesn't like to be treated like the majority.

Even slogans and taglines don't, as most people tend to mix up the two terms, which can be quite frustrating!

"Same face, different person," a saying that holds the key.

Taglines and slogans are similar, but minor differences set them apart. 

Let's cut to the chase and put an end to this dilemma!

Tagline

• It is for the business, brand, or institution.

• A striking reiterated line or statement which clearly expresses the brand message and explains what the company is all about.

• It is unbending and remains the same over the generations.

• It is created with the intent to live in the long-term memory of people’s minds.

Slogan

• It is for the ad campaign, product, idea, or person you are advertising.

• It appears in display ads, campaigns, commercials, or packaging. 

• It is flexible and easy to bend.

• It can be changed over time as well as it changes with culture.

• Made to craft a lasting impression in the minds of people for a short term.

Make them sticky with examples

• Snickers, You’re not you when you are hungry.

Why do some taglines live in the subconscious minds of people while others don’t?

Make the tagline immortal by associating it with a fact that lives inside every person.

A famous example of this is Snickers’s tagline, “You’re not you when you are hungry”

It was the best way to convince people to choose their 

Chocolate-peanuts and nougat-filled bar over the hundreds of other chocolate options on the market. 

Their tagline resonated with so many people because everyone goes a little bit nuts when they’re hungry.

By hearing the tagline in commercials and seeing it in print, the association is created subconsciously. Instead of grabbing Moro or Reese’s when you are hungry as a horse, you automatically grab Snickers without even knowing how the tagline influenced your decision. 

• Subway, Eat Fresh

Both taglines and slogans should be simple. The main reason your company’s tagline should be simple is that you want your customers to remember it. 

Make sure that your tagline doesn’t need to explain your company’s products or services, it just needs to convey your message effectively and efficiently.

The best example of a simple and fruitful tagline is Subway’s tagline “Eat fresh” 

This catchline embodied Subway’s commitment to serving fresh and tasteful food that customers could feel good about eating. It also helped Subway further distinguish itself from other fast-food chains by emphasizing the quality of its ingredients.

• Cocacola, Open to better

Coca-Cola isn't just a drink, it's a gifted bottle!

After the Coronavirus pandemic, Coca-Cola came fighting back with an extraordinary activity encouraging hope and optimism.

The iconic Coca-Cola logo was removed from the packaging and replaced with a series of resolutions encouraging people to reflect on 2020 and look ahead. 

Some of the messages included, “I promise to listen more, just for you”, 

“I’m not the best at talking to people but I’ll try” ,

“I will never take my friends for granted.”

The brand encouraged people to share their personal experiences from the coronavirus lockdown, learn from each other, and inspire positive change – to be #OpenToBetter.

Summing up, The tagline is important for showing what makes a brand unique and valuable in the market.

The slogan is a helpful tool for trying out different approaches and can sometimes lead to new ways of positioning the brand.

A competition with no one but you.

The previous examples are a mixture of taglines and slogans.

As you now hold the recipe, guess it right and show who’s boss.