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GLOBAL – November 14, 2013 – Over the years, taglines have become much more than a memorable phrase, NetStar Marketing Group said in a press release distributed by Mass Media Distribution LLC.
In order to survive, tag lines must evolve into concise mission statements, the group cited Denise Lee Yohn’s concludion in her September 9 article in AdWeek, The Death of the Tagline: Flexible branding is the new name of the game.
In fall of 2013, the NFL mounted "Together We Make Football", a drive to lead straight to the Superbowl, while Burger King tackled "Satisfries", a traditional tagline campaign aimed at sports programs. The marriage of mission statement to tagline begged for a label – art consultant Aldis Browne gave it one – and ‘missionline’ entered the lexicon, the group said.
"The goal of advertising is to drive to action. Over the past century media and method have evolved, but the formula has never wavered: tell it – sell it – set it apart," they said, offering a timeline of the tagline’s evolution.
1913 Masthead: "All The News That’s Fit To Print"
1923 Poster: "Cut Your Costs, Buy A Ford"
1933 Packaging: "Snap! Crackle! Pop!"
1943 Radio Ad: "Be Happy, Go Lucky Strike"
1953 TV Commercial: "Duz Does Everything"
1963 Motto: "The Happiest Place on Earth"
1973 Jingle: "Things Go Better with Coke"
1983 Slogan: "Don’t Get Mad – Get Glad"
1993 Catchphrase: "Got Milk?"
2003 Tagline: "What Happens In Vegas Stays in Vegas"
2013 Missionline: "TogetherWeMakeFootball.com"
Impact of mobile advertising
As technology advanced, the radio bellboy’s cry of "Call for Philip Morris" evolved, first to visual messages produced for television, then to advertising designed for computer banners and LED billboards, the group said.
Today, ads that compete for space as small as a watch face or mobile phone can be both memorable and interactive, they said, giving examples such as 21st Century Fox’s "WordsAreLife.com" and Fruit of the Loom’s "StartHappy.com".
The evolution of concise missionline advertising is hardly surprising, NetStar said, noting that this year’s $36 Billion mobile advertising market is estimated to top $60 Billion by 2016.
Mission and brand as one
A Missionline conveys the brand promise and mission in a memorable way, the group concluded: "Nothing surpasses recall in effecting successful cross-platform advertising. Whether read, seen or heard, dot-com missionlines are easy to remember. They can be redirected to open any website. They enable MMS and SMS marketing. And they provide dot-com messaging identity, whether for established websites, Tweets, or a host of TLDs soon to come. Missions and brands make promises. Missionlines unite them."
