We all know of companies that have great themelines, mottoes, slogans, tag lines or whatever we want to call them.
Some great examples:
- Google – “Don’t be evil.”
- Nike – “Just do it!”
- Chevy – “Like a rock”
- Cessna – “Rise”
Jim Gorman, a guest on an upcoming “Your Marketing Copilot” podcast, wrote another great one –
- The U.S. Postal Service (for flat rate shipping) – “If it fits, it ships!”
We write great content for aviation companies, but the elusive and mythical tagline is something we could all use help with. We have the illusion that the great ones just drop out of the sky onto the business owner or marketing director’s head, fully formed and perfect. Lightening strikes, thunder rolls, angels sing and we have no doubt that it’s “the one.” The reality is not always so dramatic and clear.
We’ll be asking Jim the following questions:
- What can a great themeline do for your business?
- What can a great themeline NOT do?
- What is your process for creating one for a client?
- Should it be specifically about your product or service or more general?
- Do people always know whey they’ve hit upon a great one?
Jim is the owner of Gorman 360. He has gone from copywriter to Executive Creative Director at some of the biggest ad agencies in the country and for some of the most-respected companies in their fields, including Chevrolet, The U.S. Postal Service, Piper Aircraft, Embraer Executive Jets, Hawker-Beechcraft, Raytheon Defense Systems, FLYING Magazine, Pillsbury, Mattel, Kmart and a bunch of other retailers, financial institutions, hospitals and on and on.
What questions do YOU have? We’ll be taking questions until end of day, Wednesday, July 20.
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