Imagine a world without taglines.
How would you judge brands?
Firstly, you would be forced to judge them by their names. A great brand name is a gateway to all manner of brand success (and I will definitely be sharing more of my thoughts on that). Secondly, you would be forced to feel brands - feel the unique composite of their vibe, and not be limited by only verbal communication.
So often a perfectly reasonable 30 sec TV spot has whatever decent message it just tried so hard to get across replaced by a perfectly rubbish few words flashed across the screen right at the end. A picture is worth a thousand words? Well the word equivalent of 7500 frames of genius cinematic production has just been replaced in the viewer's mind by, wait for it...
Ford. Drive One.
Why not just shut up?
Taglines are one of those things that people feel forced to create and compete on because the next guy just did it. And now we have a whole new sub-medium where the primary call to action is a fear that a competitor might occupy the same territory if one doesn't grab it first.
Anyhow, in terms of brand personality, judging a person by their actions and not their words is regarded to be better, and one would normally avoid making judgements of a person by what or who they say they are. Especially if they babble the same sweet nothings at you every time.
HP – Expanding possibilities
AMD – The smarter choice
Virginia is for lovers
Alaska - B4UDIE
Scotland the brand
South Africa - Alive with possibility
Nike - Just do it
The Independent - It is, are you?