Tagline vs Slogan
Can you pick up on the difference between these two branding phrases by BMW:
“The Ultimate Driving Machine.”
“Don’t Postpone Joy.”
Even for seasoned creatives the difference between a slogan and a tagline seen above can often become blurred. It also doesn’t help the fact that by researching on Google you will consistently find conflicting information! In this case, the first example has been a long-running tagline for BMW while the second example has been used in a more temporary fashion related to various marketing campaigns, known as a slogan.
However, to add to the confusion, a slogan can evolve into a company’s tagline if it resonates successfully with the brand’s customers. In 1988, Nike’s “Just do it,” was a fresh slogan and as we all are aware, eventually became a foundational piece of the brand as their tagline.
It is important for you to understand the distinction between these two branding phrases when working with a creative team, here are further differentiators between a slogan and a tagline:
1) Purpose:
Tagline: A tagline is a brief and catchy phrase that is typically used to convey the overall mission, values, or essence of a company, product, or brand. It often aims to create an emotional or memorable connection with the audience and may be used in various marketing materials.
It should also tie back into your value proposition of what makes you distinct and superior to your competition. “The Ultimate Driving Machine,” ties into BMW’s core focus of being the most driver-centric of the German Big 3 luxury automotive brands, (Audi, BMW, and Mercedes-Benz).
Slogan: A slogan is a concise phrase or statement that is usually associated with a specific advertising campaign, product, or marketing initiative. It is designed to capture the essence or key message of that particular campaign and may change over time to align with different marketing strategies. “Don’t Postpone Joy,” created by Ogilvy India for BMW in 2014, was related to various regional marketing campaigns and never appreciated further.
2) Longevity:
Tagline: Taglines tend to have a longer shelf life and are often used for years or even decades. They become part of a brand’s identity and are used consistently in various marketing efforts.
Slogan: Slogans are more transient and can change with different advertising campaigns or product launches. They are typically short-lived and may be replaced when a new marketing initiative begins.
3) Flexibility:
Tagline: Taglines are versatile and are used across a wide range of marketing materials, such as advertisements, websites, packaging, and more. They are designed to be timeless and applicable to the brand as a whole. They also are usually placed alongside the company logo.
Slogan: Slogans are specific to a particular campaign or product, so they are less versatile. They are tailored to fit the messaging and goals of that specific marketing effort.
4) Examples:
Slogan Example: When Apple introduced the iPhone 6, its slogan for the product was “Bigger Than Bigger.” This slogan was specific to that product launch and not part of Apple’s long-term branding.
Tagline Example: Kentucky Fried Chicken’s well-known tagline, “It’s Finger Lickin’ Good,” conveys the brand’s overarching ethos of creating tasty food that you will savor to the point of licking your fingers clean.
You are far more apt to remember a company’s tagline than its various slogans that come and go and vary in regard to regions and languages.
One interesting anecdote is that KFC’s, “It’s Finger Lickin’ Good,” tagline was temporarily paused during COVID-19 due to the implications you shouldn’t be licking your fingers- not to worry it’s back up and running as of 2023.
I would rather have, “Quality You Can Taste” anyhow.*
*This is In-N-Out’s famous tagline for the uninitiated.
Author | Tyler Vaughn
