TITO'S Tag line, the Best in the industry.
"Just Do It"...... the next thing people will say is "NIKE". With this example one can realize the importance of a good tag line. The whole brand personality of Nike reflects the tag line it carry. Try and recall any of the Nike's ads, think of star footballers doing larger than life things with their football shoots, or remember the local Mumbai boys playing cricket on roofs of city buses, in every communication it is JUST DO IT.
Another good example is recently floated Aquaguard's " Paani ka Doctor".
In Goa, when you hear, see or read about the tag line " Where Else?" the next thing people say is "TITO'S". Certainly the brand Tito's have the best tag line in their business, I would also say one of the best among all the brands in Goa.
It scores well on most of the technical parameters related to a tag line of a brand, Let us understand this more academically by evaluating the tag-line on some of the parameters.
By goa.paidideas@gmail.com
- It should communicate the brand’s unique value proposition (UVP)- Tito's command a pull over it customers, it does not push its brand. Their UVP today is the patronage and attraction shown by tourists towards their brand. Their tagline boldly communicates this UVP about their brand.
- Economy of words: what else? could have been shorter than Where Else?, absolutely a economical tagline.
- It must be believable for the brand: This tagline was attached to the Tito's brand in its maturity stage, it is difficult to connect with a slogan like this at your nascent biz stage especially in tourism products, today the brand has achieved the respect and has a apt tag line expressing the same.
- Competitive brands are not saying and cannot say the same thing: I am sure no competition can say the same thing about their brands now. If they do so, they will help Tito's brand to be recalled more than theirs. A powerful tagline which tito's has, have made it very difficult to their competitors to copy their UVP.
- It is memorable – it must stick in people’s minds: A simple and catchy tagline of Tito's is difficult to forget, especially when someone has experienced the brand.
- It needs to do more than just refer to the product category: The fact that Tito's have extended their product line but still can use the same tagline makes their slogan the best.
- Ideally, it should be entertaining or emotionally appealing: one would not deny that there is slight touch of humor and naughtyness to the tag line.
By goa.paidideas@gmail.com
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