Dear Reader,

I hope you enjoyed my letter yesterday. I enjoyed writing it… and I’m just getting warmed up.

You know… it boggles my mind how many marketers don’t know the difference between a tagline, slogan, and USP?

It’s foundational marketing knowledge. And it’s critical to know the difference.

Let’s start with a tagline.

In B2B marketing, a tagline should do one thing… it should communicate brand clarity.

On the other hand, in B2C marketing, a tagline should make the consumer feel an emotion.

Let’s circle back to the 3 Things™ example…

• Our Tagline is: The Daily Marketing Letter

My audience is B2B. I want you (and other readers) to be ultra clear about what 3 Things™ is… it’s a ‘Daily Marketing Letter’ written by me to you.

Now, let’s look at some B2C tagline examples…

• Budweiser: This Buds For You

• L’Oréal: Because You’re Worth It

• Coca-Cola: Open Happiness

• KFC: It’s Finger Lickin’ Good

• Walmart: Save money. Live better.

• Verizon: Can you hear me now?

• Gillette: The Best A Man Can Get

• Allstate: You’re in Good Hands

I can go on and on. But you get the point. B2C taglines make you feel an emotion. And that increases brand recall in consumers.

So… depending on whether your company (or client’s company) is B2B or B2C, you should have a better understanding of the purpose of your tagline.

Now, take a look at the tagline you wrote yesterday on a sticky note… does it hit the mark?

If your tagline is B2B… does it communicate brand clarity? And if it’s B2C… does it evoke an emotion?

Tomorrow… we’ll talk about slogans… more to come.

Good luck,

P.S.
I love this article by BluleAdz. It’s called “25 of the Best Marketing Campaigns of All Time That Spark Inspiration”. This article will be relevant to my letter tomorrow. Until then… have a great day today!