Last month, AdWeek asked if taglines were dying. With some brands foregoing tags altogether and others utilizing more of a signature signoff to wrap up body copy, where does that leave the traditional tagline?
I had an epiphany the other day when shopping with my grandma. She needed a new watch. So like the good granddaughter I am, I took her shopping. My gram was searching for a specific brand because, as she said, “It keeps on tickin’!” The new watch was needed because her last four (of the same brand) broke. That’s right. Her four other, let’s call them “Clockex,” watches stopped tickin’ after they took a lickin’. And yet, she remains fiercely brand loyal. Well, as fierce as a sweet 81-year-old lady can be.
The memorability and likeability of a strong tagline can trump a negative experience (or four). Tags create brand loyalty because they carve out a special little niche in your brain, hunker down, and live there for years. But taglines are just one part of your brand.
Going tag-less is not a sin. It will not break you. Take a look at Starbucks, Facebook, Google. None of them have an in-your-face tagline. What they do have, though, are very strong brands.
No matter what you decide is right for your business, your overall brand communication needs to be strong. In order for that to happen, it takes time, effort and, above all, consistency. If you invest in those three ingredients and execute the right way, a strong brand will grow and carve out that elusive little brain niche. Just ask my grandma.
Our work with Beth Deloria, outreach manager with AllardUSA, has been nothing short of rewarding and inspirational. The Providence Journal shares a wonderful write-up about Beth’s Journey following Liz Summers’, Bouvier Kelly PR Staff, hard work at helping to spread the ‘Get Back Up Today’ campaign message.
“Providence Rock ‘n’ Roll Half Marathon draws inspiration entry
September 26, 2013 07:56 PM
BY CAROLYN THORNTON
When Beth Deloria and her husband, Jim Austin, head to the starting line for the Rock ‘n’ Roll Providence Half Marathon on Sunday morning, they plan to meet with about a dozen other runners — Rock n’ Roll Gypsies, Austin has nicknamed them — they have befriended while competing in different events around the country.
As she traverses the 13.1-mile route through Providence, Deloria plans to snap some pictures and soak up all of the positive vibes that come with a spirited road race.
She won’t be worried about how long it takes her to finish the race, although Deloria knows that other runners around her will come away disappointed that perhaps they didn’t clock their best time that day.”
We are excited to announce that Blue Ridge Distilling Co. has selected Bouvier Kelly Inc. to mount a national marketing campaign for its Defiant Whisky brand.
Bouvier Kelly will handle public relations, social media and marketing for Defiant, which is a new single-malt whisky already available in North Carolina and planned for wider distribution. The brand should be available in Virginia and Rhode Island early fall.
“Defiant Whisky is a strong product with a unique story and we are truly excited to help them build their brand,” said Pete Parsells, Bouvier Kelly’s managing partner.
Blue Ridge Distilling is based in Golden Valley in western North Carolina. The distillery was founded by Defiant Marine Co., an international salvage diving company.
It would be a pretty standard statement to say, “The internet changes every day.” But I truly feel it’s the best way to start out. So, the internet changes every day. Thinking about the transformation of sites like Google and Facebook is entertaining enough, but how we use the internet and its purpose in our day to day lives is a mindboggling evolution.
More and more I hear colleagues, friends, and family voice complaints about this feature or that function about a variety of sites and apps. These complaints are often the typical, “I hate the ads!” or, “It takes so long to load!” And yet, we know they are things we cannot avoid so we use those sites and apps anyway. My most recent personal aggravation has been with LinkedIn and the new features they’ve added that have made me ask myself: Is LinkedIn going the way of the beeper?
Yeah, remember the beeper? All the kids in high school that didn’t have CB radios had beepers. (Yes, I’ve just aged myself). You would make special codes that might mean, “Major boy issues – call now!” Or, “Meet at Hardees before school tomorrow,” or even the coveted, “I love you,” special code beep. It was the texting before there was texting. Sometime after my junior year of college, (with my CB radio still operating in my truck), my parents got me a cell phone. A true cellular phone. It was still $4 a minute so I didn’t talk on it a lot, but all of a sudden, the people with beepers looked kind of silly. Why beep when you can just call and talk? I know a lot of parents these days ask their teenagers, “Why text when you can just call and talk?” (Do you see where this is going?) But did beepers disappear never to be used again?
I am happy to report that beepers have found their home in the medical community. They have found their niche and have avoided extinction. To be sure I accurately depicted the present day usage of the beeper, I consulted Wikipedia (am I the only one who sees the irony of that in the depths of this particular blog entry?):
“Pagers are still in use today in places where mobile phones typically cannot reach users, and also in places where the operation of the radio transmitters contained in mobile phones is problematic or prohibited. One such type of location is a large hospital complex, where cellular coverage is often weak or nonexistent, where radio transmitters are thought to interfere with sensitive medical equipment and where there is a greater need of assurance for a timely delivery of a message. Another is a facility handling classified information, where various radio transmitter or data storage devices are excluded to ensure security.
A terrorist incident in London in 2005 was accompanied by overload and subsequent failure of SMS systems during the inevitable panic use by the general public, and showed that pagers, with their absence of necessity to transmit an acknowledgement before showing the message, and the related capability to operate on very low signal levels, are not completely outclassed by their successors.” (Source: https://en.wikipedia.org/wiki/Pager)
What does all of this talk about pagers have to do with my frustration with LinkedIn? I’m getting there. I have been on LinkedIn since the beginning. I was working a job in sales and LinkedIn was touted to be the next generation of professional networking. You would use your connections and your connections’ connections to meet key staff and managers at companies that you wished to sell your goods and services to. I don’t know I can ever say it was a huge help to me with quantifiable ROI, but I can say on occasion I found the name of someone in a specific position at a business I wanted to call without too much effort. Do I feel I could have found it out without LinkedIn? Probably. It was at that time truly just a little easier, and I appreciated it. Shortly thereafter, I received a handful of written out, thought-filled recommendations on my LinkedIn profile. That felt great. Sure, LinkedIn asked them to recommend me or write something nice about my work ethic and abilities, but these folks in my network had obliged with a well thought-out sentiment. My life with LinkedIn was grand. I proceeded on in this fashion using LinkedIn until recently.
I’m not sure exactly when, (and as digital media manager, I probably shouldn’t admit that), but LinkedIn has added some features that have tainted my ‘rainbows and unicorns’ LinkedIn world. Here’s what I no longer like about LinkedIn:
· WHO’S VIEWED YOUR PROFILE. Talk about upping the ante on online creeping. But wait, if you are a LinkedIn Premium user, you can see the full list of everyone that has viewed your profile. With this feature alone, I no longer use LinkedIn to determine who the key staff and managers are at companies I wish to call on for new business purposes. At the same time, I don’t want to know who’s been creeping on my page and very soon planning their sales attack cold call on me. How I interact with LinkedIn moving forward completely changed with this feature alone.
· BOB DOLE HAS ENDORSED YOUR SKILLS IN TELEVISION. After working 8 years in radio and 3 years as a media buyer, I know things about television, but how do you know that I know anything about television? What do you mean by just ‘television’? Could I be on the air, or do I know how to set up the satellite and transmitters? People I don’t know are endorsing me for skills I don’t have. Emotional connection lost.
· REMOVING CONNECTIONS. It took me quite a while to figure out how to remove a connection. Ever accept a connection that you didn’t mean to? Good luck getting out of it. Once I finally found that elusive screen, I couldn’t figure out who I do and don’t know because this interface doesn’t list where they work.
It occurred to me after my recent disdain felt after using LinkedIn, that perhaps LinkedIn is no longer a tool suitable for my current workplace needs. After a little inter-office polling, debate, and vast research, we have come to the conclusion that LinkedIn is an excellent tool for:
· Recruiting employee candidates
· Networking with the purpose of finding a job
· Establishing credibility as a professional just by having a complete profile
It is now that I proclaim LinkedIn has gone the way of the beeper. I truly do not believe it will ever be extinct just because I can no longer stand to participate in the shenanigans, however, I do think it has found its niche. Just the way MySpace found its place as a music sharing social media tool versus a mass-market network, and much like the beeper that found its way into the pockets of doctors across the world, LinkedIn has found its place in the job seekers market.
What else has gone the way of the beeper and found its niche? I’d love to hear your thoughts and comments.
Greensboro, NC (July 30, 2013)– On August 10, the community is invited to celebrate the birthday of Major General Nathanael Greene on the battlefield that changed the course of the American Revolutionary War. More than 230 years ago, Major General Nathanael Greene’s American army weakened the British forces so badly that the British decided to steer towards Virginia rather than trying to overtake North Carolina. This move would lead to the ultimate British surrender and end of the American Revolutionary War six months later at Yorktown, VA. Guilford Courthouse National Military Park, right here in Greensboro, was the site of that turnaround.
Born on August 7 in 1742, Nathanael Greene would grow up to be a major general of the Continental Army in the American Revolutionary War. When the war began, Greene was a militia private, the lowest rank possible. By the war’s end, he emerged with a reputation as Washington’s most exceptional and steadfast officer. He also was the only general, other than Washington and Henry Knox, to serve the entire eight years of the war. Several places in the U.S. are named after him, most notably, the city of Greensboro. In addition, parks, sea vessels and more than a dozen memorials have been erected in his honor.
Major General Nathanael Greene’s birthday celebration will be held from 1:30-3:30 p.m. on Saturday, August 10 at 2332 New Garden Road in Greensboro near the General Greene sculpture. The event is free and open to the public. Festivities will kick off at 1:30 p.m. with the Guilford Courthouse Fife and Drum Corps, and culminate with the Carolina Colonial Dancers. Attendees will even get the chance to sing Happy Birthday as the general and his wife make their appearance shortly after the event’s start. Cake and lemonade will also be served.
The birthday celebration is sponsored by Guilford Battleground Company, the nonprofit partner of the park, and supported by Sons of the American Revolution, Daughters of the American Revolution and Bouvier Kelly.
The event will end by 4 p.m., however, a lot of other activities are happening at the park throughout the day and every other day from 8:30 a.m. – 5 p.m. Discover all of the things to see and do no matter how much time you want to spend at www.GuilfordBattlegroundCompany.org.
See complete schedule here:
Color Guard – Sons of the American Revolution
Colonial Fife and Drum Corps
Welcome from National Park Service and others
Meet General Greene and his wife Caty
Sing Happy Birthday to the General
Cake and lemonade served by Daughters of the American Revolution
About Guilford Battleground Company
The Guilford Battleground Company’s mission is to support the Guilford Courthouse National Military Park by preservation, protection and educational efforts and projects that enhance the visitor experience.
Part of our role as a creative agency is to not only generate excitement around a person, a place or idea, but also to recognize and give props to other people who are doing it well all on their own.
This past weekend I volunteered to man the Pop Up Water Park in downtown Greensboro. Imagine February 1 Place between South Elm Street and South Davie Street with a 25-ft long water slide on it that is free to any daring passerby.
And people did pass by. They walked right passed it fast- and stared – wide-eyed, and laughed, and even scoffed at the thought of getting their Saturday evening attire wet. I mean they hadn’t even planned for this! Then one eight or nine-year-old girl walked up on the scene with her parents and couldn’t believe there was a water slide in the middle of downtown that was free to use and some harmless looking strangers were asking her if she wanted to try it. Yes, she did – three times. Then another little girl came up and now it was a competition. Then an adult couple came by and before you knew it there was a line of soaking wet children and adults waiting to get on the thing – again.
And the thing was so simple. A water slide in an unexpected place had created an area for people who didn’t know each other to gather, get to know each other and have fun together.
So props to the City of Greensboro, and our community partners Downtown Greensboro Inc. and Action Greensboro, my friend and Action Greensboro’s Cecelia Thompson, and all the other people who had a hand in making the Pop Up Water Park come to life. Now imagine if everyone who had a cool idea to make Greensboro better actually worked to make it happen…
If you want to experience a future Pop Up event yourself, visit https://www.facebook.com/PopUpPromenade.