Tagline Guru Mines Top 10 Words That Matter Most to Consumers

http://www.businesswire.com/news/home/20091103006174/en

Content Analysis of Corporate Taglines Reveals Brand Lexicon Designed to Build
Loyalty in a Troubled Economy
SAN MATEO, Calif.--(Business Wire)--
Tagline Guru, the world`s only branding agency dedicated exclusively to the
development and study of taglines and slogans, today released the results of a
content analysis of more than 150 corporate taglines that debuted in 2009.

According to Eric Swartz, president of Tagline Guru, "The goal of the survey was
to discover the most frequently used words in this year`s taglines, and whether
they reveal how companies are strategically recasting their brand message to
forge a closer connection with their customers."

The most commonly used words or concepts (in alphabetical order) are "believe,"
"far/further," "future," "imagine/see," "innovate/innovation," "more," "new,"
"save/savings," "together," and "you."

"Whereas one tagline offers telling insights into a company`s brand strategy, a
whole bushel of taglines reveals a brand lexicon that speaks volumes about
what`s important in the minds of consumers," says Swartz.

"This year`s tagline harvest is all about working harder and smarter,
communicating greater value, and creating lasting brand affinity, which, in
today`s tough economy, is crucial for cementing relationships and building
customer loyalty," Swartz notes.

Some of the taglines that echo these sentiments include:

Airbus New standards. Together.
Baker & Taylor The future delivered.
Buick The new class of world class.
Chrysler Come and see what we are building.
Dentsu Good innovation.
Home Depot More saving. More doing.
NBC More colorful.
Sony Make. Believe.
Syfy Imagine greater.
Wells Fargo Together, we`ll go far.
Yahoo It`s you!

Although the impact of "innovation" has been diminished from overuse, and words
like "new" and "more" are typical of jaunty sales jargon, concepts such as
"together," "you," "imagine," and "future" paint a picture that is decidedly
more intimate, inclusive, and optimistic.

"Money is tight, consumers are worried, and corporations aren`t content to rest
on their laurels," says Swartz. "The overall message is that we`re all in this
together so we need to set the bar higher, do more, and deliver greater value."

Swartz continues: "Essentially, this tagline-generated brand lexicon tells us
that big business wants to be perceived as a neighborly partner that is
industrious, accountable, and forward-thinking. Consumers are tired of being
talked at and misled. They`re looking for better ideas, better results, and,
ultimately, a better relationship."

Tagline Guru
Eric Swartz, 650-573-9009
Eric@TaglineGuru.com

Copyright Business Wire 2009