Its value must be unique within any NewsML document. It must satisfy the rules for XML ID attributes: it must only contain name characters, and it must start with a name-start character (not a digit).
They won’t impress anyone, either.Duid is a "Document-unique Identifier". These are large, market-leading companies, but their taglines, like their overall brands, are watered down so that they won’t offend anyone. But couldn’t just about any other accounting firm make the same claim? (Hint: yes.)
“A passion for the business of accounting” (Grant Thornton) Well, for the fees they charge, we would hope so! This blandest of platitudes raises a big question: do they have the imagination to help me succeed? “Helping clients succeed” (Booz Allen Hamilton) A tagline that raises unintended questions is not helping your brand. You make sure of what?” The statement is so incomplete and bizarre that we aren’t sure at all what to make of it. The obvious response to this tagline is “Okay. Let’s look at taglines from recent history that didn’t help their businesses.
Elemetns of a slugline professional#
Unfortunately, many taglines - especially in the professional services - are limp, do-nothing slogans. Remember, a tagline should make you stand out like, well, a thumb of approval. And avoid making a statement that could just as easily describe a competitor. When developing a tagline, stay away from ideas that are vague, bland, stale, or untruthful. Stick with your tagline for the long haul.Avoid generic or clichéd statements that could apply to other businesses.Admittedly, writing a great tagline can be challenging, but once it’s in place it can add a potent extra dimension to your brand. This is a mystery to us because a tagline is one of the few ways a company can explicitly articulate its brand promise. If you pay attention to such things, you’ll notice that an awful lot of firms out there either use ineffective taglines (see When Taglines Go Wrong below) or avoid them entirely. “All we do is Work” (Jackson Lewis, an employment and labor law firm) 4. “The ultimate driving machine” (BMW, known for its great driving experience) “We try harder ” (Avis, the #2 car rental company) If you are different in some way, why not say so through your tagline? Many company taglines are used to support a brand’s positioning. “The Happiest Place on Earth “ (Disneyland) 3. “Imagination at work.” (General Electric) Your tagline is a terrific place to articulate and promote this brand attribute. Express an Important Brand AttributeĮvery brand worth its salt stands for something - a point of differentiation or a competitive advantage that stimulates interest and builds loyalty. “When banks compete, you win.” (LendingTree) 2.
“The customer success platform” (Salesforce) “The Land Lawyers” (Walsh, Colucci, Lubeley, Emrich & Walsh) Think of a tagline as an opportunity to articulate your differentiation, express your personality or convey some other important brand quality. ClarifyĪ tagline that either states the obvious or raises questions is not doing its job. Next, we’ll explore these elements in more detail.
In this article, we’ll address three critical questions:ģ.
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