扫盲Slogan和Tagline、Claim、Headline的区别

说到国内广告的发展史，肯定绕不开4A的影响，他们带来了国际化的作业模式，带来了中文夹杂英文的语言，同时也带来了一些国际化的品牌作业术语。比如：Big idea／Brief／Campaign／Insights／KV／Logo／PPM／Story Board／Shooting Board／Acopy／Bcopy／Bodycopy … …

其中深受甲方乙方喜闻乐见的，普及度，使用度最高的热词是Brief 、KV、Logo和“Slogan”（品牌口号）这些使用率最高的英文单词。这个词大家日常工作沟通中，一直口头禅般的挂在嘴边。说的人多，但是很少有品牌部、市场部的人能真正了解这个词的意图和在品牌广告中的正确使用。以及Slogan和Tagline、Claim、headline在品牌传播中的用途区别。

最近疫情，恰巧略有赋闲，也想借此机会给自己重新梳理下关于品牌的基础认知，梳理的初衷也是为了让自己的工作条理性更清晰。同部门垂直或者跨部门横向的沟通时，降低沟通成本，提高工作效率，避免信息沟通的混乱。

先说Tagline，是标语的意思。通常是指品牌主张或者品牌理念。是品牌价值和形象的浓缩，通常是配合品牌Logo，加强品牌沟通力，传达品牌价值。

不是所有与品牌Logo结合的都是Tagline（品牌主张），也有的品牌Logo是与品牌定位Brand positioning结合使用。比如：NIKE的just do it，就是NIKE的Tagline（品牌主张）。大众汽车的Das Auto（德文翻译：这就是车）就是品牌定位，这跟大众最初国民车的品牌定位也是一致的。

无论是品牌主张还是品牌定位，一旦确定，就不会朝令夕改。会随着品牌在长期传播中积累沉淀，从而形成品牌资产印记。这一点在外资或合资企业中执行传承的比较好，反而国内企业尤其是职业经理人掌权的企业，每任领导总是热衷于修改品牌定位或品牌主张，作为自己号令天下的登基仪式的一种体现。

再说Claim，是声明，声称的意思。也是产品广告语，多是产品定位的凝练，从差异化，人格化的体现，用来区别竞品或目标人群的态度、气质、价值观。比如：捷达，理性的选择。更多的是产品的定位，感性的阐述。这个也是前期经过USP、竞品SOWT分析、消费者分析之后，一旦确定，在产品生命周期中不会轻易更改。

再说Slogan，是口号、广告语的意思。是以简单的文字，表达品牌或产品的特性及利益点。更多的是承担阶段性品牌Campaign传播中使用。会在不同的传播周期，不同的营销目的中变换使用，所以阶段化、场景化是广告语的一个特征。

再说Headline,是标题的意思。通常用在海报、广告或者报纸、新闻中的标题，一般Headline是个总结纲领的意义，后面会有Bodycopy的详细卖点或者活动亮点经销商信息报名方式等阐述。

从使用上来说Slogan（广告语）和Headline（标题），从某种使用场景等意义上是有互为重叠的情况，但是从一个阶段性品牌Campaign传播中，二者又有清晰的区别，Slogan（广告语）可以是这场品牌传播活动的主题，可以根据不同的媒体延展成不同的传播素材，这其中可以包括系列广告或者系列海报，海报的Slogan主题广告语不变，但是海报的Headline标题可以变换。

这是一部分人将Slogan（广告语）和Headline（标题）的混淆，还有一部分人将Slogan（广告语）和Claim（产品声明或定位）在使用中混淆。或者有的人干脆将Slogan这一个词统称从品牌主张到产品定位，再到活动广告语，再到广告标题，一路混用到底。

其实今天聊这个Tagline、Claim、Slogan、Headline的区别，初衷是为了在一个完整品牌传播中梳理清楚，各自的占位，各司其职，才能各自发挥作用。也并不是每个企业，每个品牌，在每次阶段性的品牌Campaign传播中都要这么按部就班的全须全尾的使用。

这只是个使用标准规范的问题，如果你不是在凯宾斯基餐厅吃饭，而是在一家马路大排档吃饭，你会发现，餐桌上摆放的不是餐巾纸，而是一卷卫生纸，这卷卫生纸，即可以擦手，也擦嘴，也可以擦桌子，应急的时候也可以擦…;

梳理的目的也是在于统一标准，比如你问我这张纸怎么样？那我要问这张纸的用在哪？是当面巾纸还是厕纸、还是复印纸，还是书法宣纸？只有统一衡量的标准，才能判断适不适合。

空说无凭为了便于大家理解，附上我2010年做的一张大众汽车迈腾的广告。

画面中：1是Tagline、2是Claim、3是Slogan、4是Headline（有时候也叫副标题）、5是Bodycopy。

以上是今天分享的梳理，两个目的：

第一个目的：便于大家在一个频道上沟通，减少沟通成本，让会议讨论更有意义，不然很容易对牛弹琴。

第二个目的：便于大家从不同的用途和标准上判断对错和好坏。不然很容易鸡同鸭讲。

最后的目的是，希望大家的沟通频道，一直在线。

是广告界常用的英文词汇，意为口号，对于一个企业、网站来说，slogan都非常重要，广告口号是一种较长时期内反复使用的特定的商业用语。

Slogan创作原则

1句式简短 、朴素流畅、 突出特点 、富有个性 、阐明利益 、激发兴趣；

2激发人心、 产生共鸣 、号召力强 、促发行动、 适应媒体、 长期使用。

Recreation, entertainment, and travel

" another shrimp on the barbie " — Australian Tourist Commission, 1984

"Don't just book it Thomas Cook it" — Thomas Cook, 1984, Wells, Rich, Greene

"Don't just travel Travel right" — Expedia

"Get away!" — Lunn Poly

"Get out there" — Royal Caribbean cruise lines

"I love New York" — New York City, 1977–, Wells, Rich, Greene

"I'm Going to Disney World!" - The Walt Disney Company after and during the Super Bowl

"It's so bracing" — Skegness

"Serving All our Community Brampton's Arts Group" — Visual Arts Brampton, 2003, Alphie and Bette

"We love having you here" — Hampton Inn

"We'll leave the light on for you" — Motel 6

"What happens here, stays here" — Las Vegas, 2002, R&R Partners

"Where the magic never ends" — Alton Towers

"Winning is the mark of the Rebel" — Rebel Sport

Tobacco

"Anyhow Have a Winfield" — Winfield Cigarettes

"Camels Soothe Your T-Zone" — Camel cigarettes

"I'd walk a mile for a Camel" — Camel cigarettes, 1921 (by NW Ayer & Son)

"Doctors Recommend Phillip Morris" — Phillip Morris tobacco products

"Happiness is a cigar called Hamlet" — Hamlet cigars

"It's that Condor moment" — Condor tobacco

"Just What the Doctor Ordered" — L&M Cigarettes

"LSMFT: Lucky Strike Means Fine Tobacco" — Lucky Strike Cigarettes

"More Doctors Smoke Camels than any other Cigarette" — Camel cigarettes

"Not a Cough in a Carload" — Old Gold Cigarettes

"Reach for a Lucky instead of a Sweet" — Lucky Strike Cigarettes

"Taste Me! Taste Me! Come on and Taste Me!" — Doral Cigarettes

"You're never alone with a Strand" — Strand Cigarettes

"You've Come a Long Way, Baby" — Virginia Slims Cigarettes

"You've Got a Good Thing Going" — Kent Cigarettes

"Winston tastes good, like a cigarette should" — Winston Cigarettes

Stop smoking ads

"It needn't be hell, with Nicotinel"

"Don't Pass Gas" — American Legacy Foundation 2005

"Don't consume it or it will consume you"

Transport

"Go Greyhound and leave the driving to us" — Greyhound Lines

"See what brown can do for you" — UPS

"This is the age of the train" — British Rail

"We're getting there" — much ridiculed British Rail slogan

"When it absolutely has to get there overnight" — FedEx

"See America at see level" — Amtrak

"The World On Time" — FedEx

Airlines

"A Symbol of Freedom" — Southwest Airlines

"Catch Our Smile" — PSA

"Delta gets you there We're ready to fly"

"Delta is ready when you are"

"Good goes around" — Delta

"Enjoy our company" — Sabena

"Fly me!" — National Airlines

"Fly the friendly skies" — United Airlines, 1966–1997, Leo Burnett

"It's time to fly" — United Airlines

"I wish they all could be Caledonia girls" — Caledonia Airlines

"Making the sky the best place on Earth" — Air France

"Singapore Girl, you're a great way to fly" — Singapore Airlines

"We know why you fly " — American Airlines

"En American, tenemos lo que tu buscas!" — Spanish slogan for American Airlines

"The top banana in the West" — Hughes Air West

"The Wings of Man" — Eastern Airlines

"Esto si es volar!" — Spanish slogan for Eastern Airlines

"The world's favourite airline" — British Airways

"Good goes around" — Delta Air Lines

"The Proud Bird With The Golden Tail" — Continental Airlines

"We really move our tail for you" — Continental Airlines

"We're American Airlines, doing what we do best"

"Work hard Fly right" — Continental Airlines, 1998-present

"World class, worldwide" — Air Canada

"ding You are now free to move about the country" — Southwest Airlines

"Western Airlines - The only way to fly" — Western Airlines

"Half The Fun Is Getting There" — Olympic Airways

"Desde que pones el pie en el avion" — Spanish slogan, Mexicana Airlines

"The Low-Fares Airline" — Ryanair

"Low Fares Way Better" — AerLinguscom Aer Lingus

"I Still Call Australia Home" — Qantas, 1990s-present

"Come on, let's fly!" — easyJet

"We like you too" - Jetblue Airways

"Time flies when you fly Ted"

Automobiles

"A Better Idea" — Ford

"An American Revolution" — Chevrolet, 2000s

"An American Revolution" — Dodge Aries, 1985 Reference

"American Luxury" — Lincoln (automobile)

"Ask the Man who Owns One" — Packard, 1925, Austin Bement

"The Beauty of All-Wheel Drive" — Subaru, 1990s

"The Best never rest" — Ford Trucks, 1990s

"Baseball, hot dogs, apple pie, and Chevrolet"

"Better Ideas Driven by You" - Ford Motor Company, 1990s

"Bigger in Texas, Better in a Dodge"

"Bloody Volvo driver" — Volvo, 2003 (Australia)

"Born to perform" — Jaguar, (c 2003-)

"Break through" — Cadillac, (c 2002-)

"Built for the road ahead - Ford, 2004

"Can't get enough of this" — Ford (Australia), 2003

"Chevrolet, building a better way (to see the USA)", 1970s

"Créateur d'Automobiles" — Renault

"The Drive of your life" — Peugeot

"Datsun saves", 1970s

"Dream up" — Buick, 2005

"Drive Safely" — Volvo, 1990s

"Drive your way" — Hyundai, 2005-

"Drivers wanted" — Volkswagen, 1995, Arnold Communications

"Everything we do is driven by you" — Ford

"Fahrvergnügen" — Volkswagen, early 1990s

"Ford is the Best in Texas"

"For Life" — Volvo, 2000s

"Fuel for the Soul" — Pontiac, (2003-2004)

"Have you driven a Fordlately" — Ford

"The Heartbeat of America: Chevrolet" — Chevrolet, 1980s

"If only everything in life was as reliable as a Volkswagen"

"If you haven't looked at Ford lately, look again" — Ford, 2003

"Imagine yourself in a Mercury" — Mercury (automobile)

"Inexpensive And Built to Stay That Way" — Subaru, 1980s

"Inspiration Comes Standard" - Chrysler, 1990s-present

"It is what it was" — Ford Mustang, 1994

"It's a Skoda Honest" — Skoda Auto, 2000, Fallon

"It's gotta be a Dodge" (rapidly replaced)

"It's not a car It's a Volkswagen"

"Like a rock" — Chevrolet Trucks

"Like no other" — Mercedes-Benz; see also Hummer and Electronics:Sony

"Like nothing else on Earth" — Hummer

"The lion leaps from strength to strength" — Peugeot, 1980s

"Major motion, from Nissan"

"Moving Forward" — Toyota, 2004

"New doors opened" — Mercury (automobile), 2005

"Nobody demands more from a Datsun, than Datsun We are driven!"

"Oh what a feeling, Toyota" — 1980s

"Once driven, forever smitten" — Vauxhall Motors, 1980s

"Only in a JEEP" — Jeep, 2000s

"Only in a JEEP-Brand 4x4" — Jeep, 2000s (radio version)

"Papa" "Nicole" — Renault Clio

"Passion for the road" — Mazda, 1990s

"People first" - Saturn, 2005-present

"Piston engines go boing(x7) But the Mazda goes hmmmmmmmm" 1973

"Pontiac: Action" — Pontiac, early 2005

"Pontiac: Designed for Action" — Pontiac, 2005

"The Penalty of Leadership" — Cadillac, 1915

"The power of dreams" — Honda

"Put the fun back into driving" — Vauxhall Motors

"Quality is job one" — Ford

"The Real Thing" — Ford Australia, 1970s

"Right service Right price" — Meineke

"See the USA in your Chevrolet!" — Chevrolet 1950's

"Sheer driving pleasure" — BMW

"Shift_xxx" — Nissan, 2000s; where "xxx" varies

"The Spirit of American Style" — Buick, (c 2002-2004)

"Standard of the World" — Cadillac from 1950's through 1970's

"State of Independence" — Saab 2000s

"The car in front is a Toyota" — Toyota

"The Best Built Cars In The World" Toyota

"The Passionate Pursuit of Perfection" Lexus from 2000 - on

"The Relentless Pursuit of Perfection" Lexus from 1989-1999

"The Strength of Experience" — GMC Truck, c 1992

"Think Small" — Volkswagen, 1962, Doyle Dane Bernbach

"This is Not Your Father's Oldsmobile" — Oldsmobile, 1980s

"The ultimate driving machine" — BMW

"Think Feel Drive" — Subaru, 2004-

"Travel well" — Lincoln (automobile)

"Unique in All the World" — Ford Ford Thunderbird 1960's

"USA#1" — Chevrolet, 1970s

"Volkswagen does it, again" (sung to the tune of "Shave and a haircut")

"Vorsprung durch Technik" — Audi

"We are professional grade" — GMC Truck, 2000s

"We are driving excitement" — Pontiac

"We build excitement" — Pontiac

"We make it simple" — Honda, circa: 1980's

"We'll be there" — Chevrolet, 2000s

"What will you do with all the money you save" Toyota, 1980s

"You, asked for it You got it, Toyota", 1970s

"You can with a Nissan"

"Your Next Car" — Chrysler, 1950's

"Zoom Zoom Zoom" — Mazda, 2000s