Why Does a Tagline Matter?
In today’s crowded marketplace, understanding why taglines matter in advertising can give your business a major edge. A great tagline isn’t just a clever phrase—it’s a shortcut to your brand’s promise. A good tagline helps your customers understand why you instead of someone else. And in a world full of distractions, clarity is power.
Let me give you a real-world example.
The Case of the Missing Tagline: Bed Bath & Beyond
When Bed Bath & Beyond was still around, most people couldn’t really tell you what the store stood for. Ask someone where it was, and you’d often hear, “Oh, you mean the place that sends those big blue and white coupons?” It became known as the mailer coupon place—not “the place to outfit your college kid’s dorm,” or “the store with 100 comforters,” or even “everything for a better bathroom.”
They had plenty of potential directions for a tagline—but never clearly claimed one.
I’m not saying a tagline could’ve saved them entirely. But a strong brand anchor might have helped them stay top-of-mind for more than just a discount. Because when all you’re known for is a coupon, that’s a race to the bottom.
A Tagline That Really Works
Now let’s look at one that’s stood the test of time. L’Oréal’s tagline—“Because you’re worth it”—doesn’t focus on longer lashes or shinier hair. It’s not about product features at all. It’s about how you feel when you use them.
That line taps into self-worth and personal confidence—something their audience cares about deeply. And because it speaks directly to the customer’s identity, not just their shopping list, it’s stuck around for decades.
A Client Example: Tagline as Growth Catalyst
One of our newer clients didn’t have a tagline when we first started working together. After some strategy work, we helped them create one—and it wasn’t just a line of text. It became the foundation of their jingle, the thread through their campaigns, and the rally cry for their team.
Now? They hit last year’s total sales volume by June 30—in a down market, in a struggling industry.
Is the tagline the only reason? Of course not. Their success also comes from a well-researched media plan, strong creative, and consistent execution. But the tagline gave their message a memorable edge—and buyers now repeat it back when they walk through the door.
That’s not just advertising. That’s brand equity.
And that kind of brand lift doesn’t happen by accident.
In fact, there’s research that backs it up.
Why Distinctive Taglines Stick
Studies show that the words and structure of your tagline matter more than you might think. For example, a major study published by Bayes Business School and the University of Missouri found that longer taglines containing the brand name and uncommon words scored higher in recall—even if they were liked less.
That tells us: if memorability is your goal, choose distinctive phrasing… even if it’s a bit unexpected.
A Tagline Is Brand Insurance
Think of a tagline as a form of insurance. You hope you don’t need it—but when tough times hit, you’ll be glad you have it.
Maybe a national competitor moves into your local market with deep pockets. Maybe a regional player turns up the heat. Maybe your margins shrink and you need to move more volume just to stay even.
Whatever the challenge, a great tagline helps your business stay anchored and recognizable—even when everything else shifts.
Coming Up Next…
If you’ve been following along, you know we’ve been walking through the essential components of a great ad. So far, we’ve covered three of the four parts of our framework:
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While a tagline isn’t considered an official part of the framework, it’s closely tied to the unique value proposition. Why? Because your tagline should (ideally) align with your UVP. Think of it as a shortcut that helps your customer mentally link your brand with your promise—fast.
Want Help Crafting Ads That Stick?
Next time, we’ll break down the final piece of the framework: the call-to-action.
In the meantime, if you’d like help sharpening your messaging, download our free guide. It’s packed with simple strategies to outsmart the competition, avoid ad fatigue, and win more attention.
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