TMCnet News
SPECIAL FEATURE: Brands & Taglines(Business World (Philippines) Via Thomson Dialog NewsEdge) In every successful and effective tagline, there is an underlying principle, and of course a history. More than anything, an effective tagline is about focused message centered on consumer relevance, said Publicis Manila Chief Executive Matec Villanueva. "I think the basic principle is still show rather than tell," GMA Network program analysis head Jose Bartolome said, adding that the most excellent tagline will not be useful if the brand or product being relayed is not worthy of the claim. For Charmaine Canillas, manager of advertising and promotions of Petron, a tagline should be like a battle cry. First, the tagline should resonate among the employees because they have to believe in it in order to be meaningful. "When you come up with a corporate tagline, you have to understand what your company is all about, what your product is all about and you have to ensure that all your employees are there, rallying behind that corporate tagline," said Ms. Canillas. A tagline is somehow like a promise to the customers, according to Suresh Nanoo, HSBC senior vice-president and head of personal financial services. A tagline cannot be created out of nothing. The people working for a company and a brand should first believe in their tagline and must be able to convey and deliver on what is said on their tagline. The principle behind a successful tagline is you are able to fit to the customers' needs, the business' needs and constantly deliver the promise of the tagline. In essence, a key behind a successful corporate tagline is its truth, relevance and importance to the company and its vision and to the target market. A tagline, basically, is like a signature or a trademark of the company or brand. Being able to hit the market and have a mark on them by delivering what the tagline said and promised is considered successful and consequently, it builds trust and confidence between the company and its consumers, thus making the relationship of the consumer and producer better; a win-win situation for both parties. Here is the list of some of the Philippines' most successful corporate taglines: ABS-CBN - Kapamilya Network Banco De Oro - We Find Ways BPI - We'll Take You Farther GMA Network- Kapuso ng bawat Pilipino Hyundai - Drive Your Way Kia Motors - The Power to Surprise McDonald's - Love ko 'to Meralco - May Liwanag ang Buhay Metrobank - You're in Good Hands Nissan - Shift the Future Philippine National Bank - We manage risks, we provide opportunities RCBC - Moving Forward SM - We've Got it All for You Social Security System - Kabalikat Mo sa Buhay Sony - Like No Other The Coca-Cola Company - Bawat Patak, Mahalaga GMA Network "Kapuso ng Bawat Pilipino " The history of GMA Network's corporate tagline " Kapuso" started when lawyer Felipe Gozon took over the network. The new chief executive wanted the company to be the number one in the hearts and minds of the Filipinos. The goal was to enrich the lives of Filipinos everywhere and with that, the team led by Jessica Abaya, GMA's head for corporate strategic planning, went through an extensive research and discussions in revolutionizing the image of the network. The team wanted to come up with something significant to their viewers so they have decided to base it on a deeper emotional connection with their audience. Plus, they wanted to keep hold of their standard traits such as honesty, integrity, sincerity and credibility and as they keep up with these traits they wanted to focus on the emotional connection to their audience. And with that in mind, they linked the colors of GMA's rainbow (the logo) to the "colors of life" (kulay ng buhay) of each Filipinos. With that association, the network also launched the tagline of its news and public affairs, "Serbisyong Totoo." The network wanted to be that someone who completely values and understands the needs of each Filipinos, including their dreams, ambitions, hopes and even pains. Thus, the tagline of GMA "Kapuso" (one in heart) came into the picture. It was Ramon Guison of GMA's corporate strategic planning who thought of that word. Sooner or later, the tagline "Kapuso" was able to attach to the other taglines of GMA Network such as "Kapuso Mo, Anumang Kulay ng Buhay" and "Mula Sa Iyong Kapuso, Serbisyong Totoo." The tagline together with the new network image brought a positive outcome for GMA. "Viewers were willing to look and see if indeed, things are happening in the GMA Network. They were not disappointed because it was not just plugs and publicity but really better programming," said GMA's program analysis head Jose Bartolome. Petron Corporation "Fuel Success" On the heels of Petron's two- year corporate branding program that culminated in 2005 came the tagline "fuel success." The objective of the program, according to Petron Manager for Advertising and Promotions Charmaine Canillas, was to leverage on the name Petron - strengthen it and rationalize all its products. On the course of the program, the company found out that the name Petron evokes different meaning to various stakeholders. Thus, the line "fuel success" came about to encapsulate all the strong attributes of the company. Before, Petron kept on changing its taglines depending on the moods of the time. Ms. Canillas said the tagline was inspired by the company's vision to become an enable of every consumer's success. "So the line "fuel success" means that we are a catalyst for achievement. We enable you to succeed," said Ms. Canillas, adding the tagline has ensured its consumers that they get the products which will enable them to achieve success. HSBC "The world's local bank" HSBC is no stranger to taglines, having composed a tagline early on when it decided to invest in a rebranding in 1994. The company started with the line "Your future is our future," and then changing it to "Your world of financial services." It was only during 2001 that the line " The world's local bank" was used. "It's trying to capture the essence of the brand and so we believe that the brand essence of "the world's local bank" tagline is a reflection of what the organization is trying to be," said Suresh Nanoo, senior vice- president and head of personal financial services for HSBC. The results were overwhelming, he recalled, noting that the launch of the tagline brought innovation and integration to the company as people have become very open to the idea that HSBC is both global and local. Copyright 2007 Business World Publishing Corporation, Source: The Financial Times Limited |