Look at Bridgestone Tire’s Tagline…
How generic can this be? What’s the benefit to a Bridgestone customer? What company doesn’t strive for excellence? Imagine a company the size of Bridgestone with all their uniqueness coming up with this for a positioning?
This is what fuels marketing people to say a tagline is not necessary. Yet when done right it works masterfully.
A tagline is a company’s one chance to differentiate themselves from the competition. To stand out and apart. It should leverage your brand identity. What’s Bridgestone’s brand identity?
Here’s how to do it right:
Volvo – For Life
You see how Volvo leverages their “Safety” positioning? Can ANYONE else in the auto industry claim safety? They all say their safe but Volvo OWNS safety. What does Bridgestone own?
If you’re going to be vanilla and generic don’t bother having a tagline.