The corporate “tagline”. It’s an often overlooked and under appreciated part of a brand’s marketing message.
Some brands have had the same tagline forever. Other brands seem to change the tagline every year. Some brands have multiple taglines. Others have no tagline at all.
There’s not universal agreement on what a tagline is and the role it plays in a brand’s marketing message.
Personally, I believe to tagline is critical. At best, it should be the most concise articulation of your value to your customers. At PGi, we just went though an exploratory which led to a new tagline. So, I’ll share some of the thinking behind it. Read More
So this is the second year I’m ranking the top 5 and bottom 5 Super Bowl ads. Last year Tide “Miracle Stain” took the top spot. Click here to see the complete list from 2013.
For 2014, the “Big Game” was a big flop. It seemed like Denver didn’t even show up. But, even in a blow out, the show must go on. Advertisers that bet on 2nd half spots were probably disappointed in the viewership. Nevertheless, the game provided some memorable advertising.
Interestingly, some of the best “Super Bow ads” weren’t even in the Super Bowl. Esurance and Newcastle found creative ways to highjack the big game without spending big money. They would both be in my top 5, but they weren’t “technically” in the Super Bowl. So, I put them in the “honorable mention” category.
Without futher adu, here are my picks for the top 5 and bottom 5 ads in the 2014 Super Bowl.
“Don’t throw out the baby with the bath water”.
I’ve heard that saying a lot in my career. It seems to be a staple in the conventional marketing vernacular.
It’s actually a horrible saying. I mean, the idea of “throwing out” a baby is really terrible. I guess that’s why they never say throw out the baby but save the bath water.
But, I think marketers need to retire that saying.
To me, it means that if what we’re doing isn’t working, let’s keep doing it anyway. Just make some minor tweaks and it will definitely start working.
That logic is usually misguided. If an idea or program isn’t working, it’s probably not going to work. No matter what you do to make the logo bigger or make the message clearer, the core idea might just be rotten.