Thursday, November 3, 2011

What makes a good tagline good?-- signed "Slogan Challenged"

Dear Challenged:
As United States Supreme Court Justice Potter Stewart said about pornography, "I know it when I see it." Freelance copywriters could say the same about good taglines. In an recent blog post, Creative Review asked a panel of industry experts to name their top five taglines. If you want to hone your know-it-when-you-see-it skills, see their answers here.

Dear Freelance Copywriter is brought to you by Robert Roth at ROTH copywriting. 

1 comment:

  1. The best ones always make it seem so simple. And it is -- in hindsight. Having sat through tagline reviews, I can just imagine some of the hurdles they had along the way. "Just do...what?" "Can we legally say BMW is the Ultimate Driving Machine? Is there proof?" "WHAASSSSSUUUUUPPPP? Who is our target market anyway?" "Hello Boys? That seems a little sexist...and sleezy." And yet they all survived the client's scrutiny to become embedded in our culture. Amazing. Sometimes there's no predicting how clients will react to creative ideas.