Rp 300.000 Free on Google www.Google.com/AdWords Advertise On Google And Gain New Customers. Sign Up Today!
There is a fair amount of money spent by corporations to enlist
the aid of Madison Avenue think tanks to study their corporate
identities and create the Tag Line that best describes them. This may
include: the manner that the corporate client seeks to be remembered by
their clientele when they are out and about to make a purchase of goods
and services for their personal use or in conjunction with integrating
one product or service with another to create an offering of larger
proportions.
Think about some of the ad campaigns that you may have been exposed to over the years. One that comes to mind is the Wendy's program that asked the question "Where's the Beef?" The reaction by the common consumer, such as you or I, was that we were encouraged to believe that Wendy's burgers were full of beef compared to a competitor that left that question unanswered. What were the other burgers made from? Probably beef! But Wendy's was the only one that wanted to emphasize the answer and associate it with their product.
Time marches on and the more recent Wendy's slogan was/is "You know when it's real." This is a more cerebral version that leads one to believe that the taste gives it away. This burger is real beef. Had anything changed from "Where's the Beef?" Doubtful, but it was time for a change to create the notion in the purchaser's mind that a new and better version of the product was now available.
The use of tag lines to create corporate identity and consumer brand loyalty is not limited to the fast food industry. What about such tag lines as "Better Living Through Chemistry"? If ever there was an industry that labored under the gun of misconception, poor public image, fear borne of ignorance etc., it was the producers of chemically generated products.
Motion pictures have their own fraternity of actor delivered, memorable lines. Two that pop into consciousness are "Frankly Scarlett, I don't give a damn" and "Go ahead, make my day."
There is one such slogan, or tag line, with whom I am personally well acquainted. At first my impression was that there seemed to be a conflict of terms in that tag line. Several years ago, the time had come to have a genetic heart defect corrected. After a search for the best cardiac, surgical facility within reach of various parameters, the referral from my cardiologist was to the University of Florida, Shands Hospital. All of the preliminaries were completed and the surgery was performed to the satisfaction of all. When the day came to leave Shands and go onto the next step of rehabilitation, I received a heart shaped, red pillow to be used when I had to cough and relieve the brunt of the stress the cough produced by hugging the pillow tightly. The lettering on the pillow bore the slogan that I will always remember. It read, "University of Florida, Shands Hospital" and the slogan below, "The Science of Hope." Having been educated as a person of science, this slogan appeared to be miscast but one I will always identify with.
Joe was born and raised in northern New Jersey and where he lived
and worked the first half of his adult life. He graduated from Seton
Hall Preparatory High School and received his Bachelor of Science Degree
in Electrical Engineering from Newark College of Engineering and his
MBA from Seton Hall University. The first thirty-four years of his
business career were in the Aerospace and Defense Electronics industries
as a Program and Marketing Management Specialist with Lockheed, held
various executive positions at United Technologies in New Hampshire and
Connecticut and served as Vice President, General Manager at Loral in
San Jose, California.Think about some of the ad campaigns that you may have been exposed to over the years. One that comes to mind is the Wendy's program that asked the question "Where's the Beef?" The reaction by the common consumer, such as you or I, was that we were encouraged to believe that Wendy's burgers were full of beef compared to a competitor that left that question unanswered. What were the other burgers made from? Probably beef! But Wendy's was the only one that wanted to emphasize the answer and associate it with their product.
Time marches on and the more recent Wendy's slogan was/is "You know when it's real." This is a more cerebral version that leads one to believe that the taste gives it away. This burger is real beef. Had anything changed from "Where's the Beef?" Doubtful, but it was time for a change to create the notion in the purchaser's mind that a new and better version of the product was now available.
The use of tag lines to create corporate identity and consumer brand loyalty is not limited to the fast food industry. What about such tag lines as "Better Living Through Chemistry"? If ever there was an industry that labored under the gun of misconception, poor public image, fear borne of ignorance etc., it was the producers of chemically generated products.
Motion pictures have their own fraternity of actor delivered, memorable lines. Two that pop into consciousness are "Frankly Scarlett, I don't give a damn" and "Go ahead, make my day."
There is one such slogan, or tag line, with whom I am personally well acquainted. At first my impression was that there seemed to be a conflict of terms in that tag line. Several years ago, the time had come to have a genetic heart defect corrected. After a search for the best cardiac, surgical facility within reach of various parameters, the referral from my cardiologist was to the University of Florida, Shands Hospital. All of the preliminaries were completed and the surgery was performed to the satisfaction of all. When the day came to leave Shands and go onto the next step of rehabilitation, I received a heart shaped, red pillow to be used when I had to cough and relieve the brunt of the stress the cough produced by hugging the pillow tightly. The lettering on the pillow bore the slogan that I will always remember. It read, "University of Florida, Shands Hospital" and the slogan below, "The Science of Hope." Having been educated as a person of science, this slogan appeared to be miscast but one I will always identify with.
He turned his attention to writing and in January, 2010, he published his first book, Extra Innings, featured here on this website. As he continues in his new career as a literary writer, Joe plans to concentrate his writing on fictional subject matter.
No comments:
Post a Comment