Article Title: Opinion | Firms need more honesty, less hype in their taglines
This article sheds light on the changing landscape of corporate advertising and its weaning love affair with slogans and taglines. Companies for long have garnered trust and loyalty of consumers by gilding its objectives with slogans – a pervasive marketing practice the author believes to be deceiving that bears no resemblance to the reality of their actual business. Manipulating customers with fancy taglines may have worked in the past but companies are slowly waking up to the new realities of the Mobile-first world, wherein a good slogan is the one that incorporates the required keywords that will lend the slogan to being searched successfully. A digital induced change has forced companies to relook at identities they have projected for decades with some companies even abandoning the practice altogether and opting for a non-verbal means of projecting its brand.
In the age of individualism, millennials expect companies to be straight, honest and come clean even about their failings. With the rising demand of brand transparency, the author feels that the very idea of taglines and slogans is redundant in today’s world and embracing ethics and honesty is the way going forward.
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Words to learn from this Article:
Clubbiness: the quality of being friendly and sociable with fellow members of a group but not with outsiders.
Sundry: of various kinds; several.
Redundant: not or no longer needed or useful; superfluous.
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