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Just Other Articles - Brandbuilding with Taglines
When it comes to building your brand, you want to take advantage of every possible shortcut to help your target market know you…and remember you.
Taglines provide that path through the woods.
A tagline consists of a few short words that communicate to your target market what your company does and how you'
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
re different from competitors. A good tagline should position your brand in your audience's mind and sum up its essence or benefit in a way that your audience can relate to. A great tagline uses memorable phrasing and creates a personality.
Taglines are typically simple phrases that telegraph a message. T
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
hey normally accompany company logos and are written to stand the test of time. Most taglines have a fairly long shelf life. Taglines can also help change the perception of a company.
Should you develop a tagline?
The simple answer is yes. All companies should consider using a tagline in their marketing m
Should you develop a tagline?
The simple answer is yes. All companies should consider using a tagline in their marketing m
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
aterials and company advertising because taglines deliver the following benefits:
1. Clearly states what your company stands for.
2. Simplifies buying decisions because customers know who you are and what you offer.
3. Differentiates you from competition.
4. Raises brand awareness because taglines are r
1. Clearly states what your company stands for.
2. Simplifies buying decisions because customers know who you are and what you offer.
3. Differentiates you from competition.
4. Raises brand awareness because taglines are r
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
levant, remembered and often repeated.
5. Provides a shorthand version of your brand promise. How do you develop an effective tagline?
Your tagline should evolve from your branding strategy to ensure consistency in your overall brand message. According to Paul Quinn, www.quinntessentialmarketing.com, “Da
5. Provides a shorthand version of your brand promise. How do you develop an effective tagline?
Your tagline should evolve from your branding strategy to ensure consistency in your overall brand message. According to Paul Quinn, www.quinntessentialmarketing.com, “Da
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
ncing the Tagline Tango,” here are ten ideas you can use to help develop a tagline:
1. Ask a question.
Does she or doesn't she? - Clairol
2. Show your unique commitment.
We try harder - Avis
3. Explain product superiority.
Takes a licking and keeps on ticking - Timex
4. Evoke a benefit
1. Ask a question.
Does she or doesn't she? - Clairol
2. Show your unique commitment.
We try harder - Avis
3. Explain product superiority.
Takes a licking and keeps on ticking - Timex
4. Evoke a benefit
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
in a fresh way.
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but th
Let your fingers do the walking - Yellow Pages
5. Use an emotive call to action.
Reach out and touch someone - AT&T
6. Use a two-fold delivery with a twist.
Common sense. Uncommon results - David Ingram and Associates
7. Address a specific need.
They come in but th
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
y don’t go out - Roach Motel
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a novel way.
The quicker picker upper - Bounty
10. Link company name to product benefit.
Kenmore- Solid as Sears
Five steps to a new taglin
8. Be abstract but client-centered.
After all, it is your information - Authentex Software
9. Describe your product in a novel way.
The quicker picker upper - Bounty
10. Link company name to product benefit.
Kenmore- Solid as Sears
Five steps to a new taglin
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
e
1. Begin by thinking about what you want to communicate with your tagline. Write down your positioning statement or unique selling proposition. Your tag line should reinforce them.
Ask these questions:
• Who are your customers?
• What benefits do you offer your customers?
• What feelings do you wan
1. Begin by thinking about what you want to communicate with your tagline. Write down your positioning statement or unique selling proposition. Your tag line should reinforce them.
Ask these questions:
• Who are your customers?
• What benefits do you offer your customers?
• What feelings do you wan
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
t to evoke in your customers?
• What action are you trying to generate from your customers?
• How are you different from your competition?
Try to get one or more of these ideas across in the tag line.
2. Next, prepare to brainstorm.
Gather tag lines from other companies and brands. Look in other catego
• What action are you trying to generate from your customers?
• How are you different from your competition?
Try to get one or more of these ideas across in the tag line.
2. Next, prepare to brainstorm.
Gather tag lines from other companies and brands. Look in other catego
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
ies besides your own, from both large and small firms. You can find taglines anywhere there are advertisements, packaging, or logos. Look in cupboards, around desks, in magazines, on TV/radio commercials, in print advertisements, and on websites. Don’t forget to look at your competitors' tag lines - and str
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
ive to be better and different.
Write the taglines on index cards or individual slips of paper. You will be mixing and matching them and pairing them with unrelated items as you brainstorm.
Pay attention to the words used, how they are put together, and which of the above questions they address. By doing
Write the taglines on index cards or individual slips of paper. You will be mixing and matching them and pairing them with unrelated items as you brainstorm.
Pay attention to the words used, how they are put together, and which of the above questions they address. By doing
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
this, you are more likely to come up with a unique angle for your own tag line.
You are looking at others' tag lines only to spark ideas. Do not plagiarize. Your objective is to come up with your own, original tag line.
3. Brainstorm taglines
Get a small group together if possible. You’d be amazed how mu
You are looking at others' tag lines only to spark ideas. Do not plagiarize. Your objective is to come up with your own, original tag line.
3. Brainstorm taglines
Get a small group together if possible. You’d be amazed how mu
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
ch help you can get if you serve lunch. But the job can also be done solo. Set up a place with a lot of writing space - use dry erase boards, easels with big paper pads, note cards, etc.
Gather props that might stimulate your thinking. Rearrange your various props so you can look at them in different ways.
Gather props that might stimulate your thinking. Rearrange your various props so you can look at them in different ways.
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
Write down everything that comes to mind and all the new ideas each phrase sparks. Your ideas do not have to make sense. You want as many as possible.
4. Consolidate your list
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer ones
4. Consolidate your list
After brainstorming, go through all of your ideas. Pull out those few you think have the best potential. Try to reduce longer ones
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
to fewer words.
5. Choose the one best tagline
You should be left with a short list of possibilities. To pick the single best tag line, poll others. If you have some funds budgeted, work with a market research firm to test the taglines with your customers.
You can also conduct informal research. Yourfoc
5. Choose the one best tagline
You should be left with a short list of possibilities. To pick the single best tag line, poll others. If you have some funds budgeted, work with a market research firm to test the taglines with your customers.
You can also conduct informal research. Yourfoc
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
usgroup.com offers a free trial. If you have contact with customers, ask them what they think. Give them an incentive to help, such as a discount or small freebie. Some marketers find making the final selection the most difficult step. Listen to your gut, along with outside opinions you trust, then…
Evalua
Evalua
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
e your tagline against these 8 criteria
Before you unveil your new tagline, make sure it’s as effective as possible by asking:
1. Is your tagline consistent with your brand name and brand positioning?
2. Will your target audience understand the language you’ve used?
3. Are you communicating one simple i
Before you unveil your new tagline, make sure it’s as effective as possible by asking:
1. Is your tagline consistent with your brand name and brand positioning?
2. Will your target audience understand the language you’ve used?
3. Are you communicating one simple i
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
dea?
4. Will your tagline stand out in advertising and corporate communications?
5. Have you tried out the tagline with clients and prospects?
6. Does your tagline differentiate your firm from the competition?
7. Have you removed all acronyms and jargon?
8. Are you using specifics rather than vague wor
4. Will your tagline stand out in advertising and corporate communications?
5. Have you tried out the tagline with clients and prospects?
6. Does your tagline differentiate your firm from the competition?
7. Have you removed all acronyms and jargon?
8. Are you using specifics rather than vague wor
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
ds or generalizations?
Lastly, check if your tagline communicates your brand promise to your prospects and customers. And helps them choose YOU in a cluttered marketplace.
Interested in knowing more? Visit www.promowriting.com and see the Tip Sheet, “13 Tactics to Boost your Brand,” under the Tips section
Lastly, check if your tagline communicates your brand promise to your prospects and customers. And helps them choose YOU in a cluttered marketplace.
Interested in knowing more? Visit www.promowriting.com and see the Tip Sheet, “13 Tactics to Boost your Brand,” under the Tips section
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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