A friend sent over an AdAge article titled "Your Advertising Slogans Are Crummy. Can't You Do Better?"As a copywriter, I enjoyed reading the article. I also thought it gave the perfect opportunity to rant about a tagline that's bugged me for some time. A nearby healthcare facility used the tagline "Get to know us. Well." Think about that for half a second. Yeah OK, time's up. Is it trying to make the connection between their healthcare services and feeling well? Because if that's the goal, in my opinion, it fails considerably. All I can think about when I hear that tagline is that the healthcare facility wants patients to be frequently, perpetually ill. How do you get to know someone well? You come around. A lot.
The good news is that, apparently, they've changed their tagline since the new year. It's now the much better "Care for Life." Phew.
Thanks for letting me rant. I feel much better. (Hmm...I wonder if their counseling services are any good...)
Yes, I enjoyed that article as well. I was a little annoyed at the author's stance that any tag that was slightly generic wasn't a good tag. A generic tag like "That was easy" may not speak to what you'll find in a Staples store, neither does "Save big money at Menards." Sorry, but I much prefer "That was easy" although my annoyance with Menard's Ray Szmanda may have something to do with that as well.
ReplyDeleteAnd what's the author's problem with all lowercase?
I didn't agree with his comment about all lowercase either. Maybe he had a bad experience once. ha.
ReplyDelete