I used to think that meaningless, pontificating pratitudes might really damage a brand. Not any more. What brought me to this new point of view (which is actually a position of neutrality), are the ads for Southwest Airlines.

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For a while a few advertisers were using one-word taglines, but their number seems to have decreased, probably because single words in and of themselves aren’t to meaningful or memorable with no context.

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James Chartrand defines a tagline, aka slogan or strapline, as ”…the key phrase that identifies your business by capturing the essence of three elements:

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Branding is a strategic function. Advertising is tactical. Media reps and ad specialty salespeople may claim to help you “brand” your company or product, but they’re just selling ad impressions. Big difference!

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