You probably already know that a tagline is a short, memorable phrase that sums up a brand’s promise, personality, or core value. Think Nike’s “Just Do It,” De Beers “A Diamond is Forever,” and Red Bull’s “Gives You Wings” — these are short, sticky, and emotionally charged.
But is the tagline still relevant? I think so. Here’s a summary of why the examples mentioned above have had lasting power:
1. Nike — “Just Do It”
Why it works: Simple, motivating, and flexible. It applies to athletes and everyday people alike, tapping into the benefits of persistence, aspiration and action.
2. De Beers — “A Diamond Is Forever”
Why it works: Links the product to timeless love and permanence, transforming a gemstone into a cultural symbol of commitment.
3. Red Bull — “Gives You Wings”
Why it works: Metaphorical, playful, and aspirational — it doesn’t sell an energy drink, it sells the idea of limitless potential.
Despite their power, taglines seem to be disappearing from many of the ads I’ve viewed lately. I think this is a big mistake. Even in a digital-first world with endless content, a great tagline:
- Cuts through noise — It distills a brand’s essence into a bite-sized, repeatable message.
- Builds recall — The more people hear it, the more they remember
your brand. - Evokes emotion — A good tagline sparks a feeling or mental image that sticks longer than a product description.
- Unifies messaging — It becomes an anchor for marketing across platforms, so whether someone sees a billboard or a TikTok ad, the same brand DNA comes through.
- Signals differentiation — In crowded markets, it can be the hook that sets you apart.
In short, a tagline is like your brand’s handshake. It’s quick, distinctive, and ideally unforgettable. Even with trends changing, people still remember a few well-crafted words years later. Vive la tagline!