There's been a spate of 'better' taglines recently. Is it a bit lazy to say your brand is better and not substantiate it?
'Together is better' - Gallo Wines, Cascade detergent
'Believe in better' - Sky
'We're better, connected' - O2
I smell some account planning in these lines. You can fall into an addiction to abstraction, and when things get too abstract they can become meaningless. Around here we like to say 'a platitude isn't a positioning'. If you've reached a point where your tagline is a statement that can't be argued with, you've probably gone to far.
Some taglines we work with here:
'We live in Financial Times' - Financial Times
'You either love it or hate it' - Marmite
'Das Auto' - Volkswagen
That last one is a huge over-abstraction (and we can't take credit for it) but I've learned to like it. It's bold (if not a bit German) to claim the Platonic form of 'car' for yourself. It only works in this country because it's in German - that alone changes its meaning.
