Creating an Advertising Customer Promise.

Creating the perfect advertising tag line is like cooking the perfect burger. To start out, you'll need the right ingredients to work with (product / research / creativity); then carefully blend them until you achieve just the right balance of taste and texture (not too much stirring, just the right amount of spice), and then cook to perfection (know when it’s done by knowing how your customer likes it). And like the perfectly BBQ’d burger, the advertising tag line is a tradition that’s here to stay.

Advertising tag lines help create message order in a chaotic media world. In seven words or less, they deliver an idea, belief or aspiration. They organize related marketing programs under one umbrella. And as consumers become more and more expensive to reach, companies will assign greater importance and resources to building a distinct voice that gets into multiple channels.

To stay relevant in today's changing media landscape, tag lines will evolve to stay relevant. Look for more examples that include sound textures, video or new creative combinations designed to work together, build a distinct voice and get our attention.

Whatever the format the line takes, any good tag line should meet the following acid test: i). be distinctive and unique, ii). connect emotionally with the reader or listener and iii). be believable. Examples of tag lines that I think meet these criteria are:

1. I am Canadian – (Molson): This became a rallying cry for college and university students everywhere. Unlike the usual beer advertising, this phrase zeroed in on our desire to be recognized as different an unique (from our American beer drinking buddies).

2. Your potential. Our Passion. (Microsoft): The focus isn’t on the software that Microsoft builds, but rather the promise of what customers can do with their products. Simple and empowering.

3.You Can Do it. We Can Help. (The Home Depot). In six words, this tag line eliminates the fear and frustration out of home renovation projects.

In their own way, each of these lines is distinctive, believable and connects the reader with the product or company. Like a perfectly cooked burger – you know a good tag line when you taste it.