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As an avid gum chewer, lover of coffee, spicy/ garlic and full-flavored foods; I noticed the new tagline for Orbit (eat, drink, chew) works for their product; however, it’s incredibly disappointing. “Dirty mouth? Clean it up with Orbit” was infamous! Extremely shocking and entertaining, the commercials were actually entertainment instead of slow torture.
Another example of phrase demolition is the National Pork Board. They coined the phrase “The Other White Meat” They had the “brilliant” idea to change their slogan to “Don’t be Blah,” convinced that the change would spike their sales. Well, surprise, it did not.
So why is it that brands change their tag lines? What drives them to this insanity, if they have a perfectly popular and beloved phrase?
Change is a great force, especially in the business world. But only when applied to areas that are not working. Instead of changing their slogan, these teams should probably have tightened up other areas of their marketing.
- Change the work pace. Effective change begins within your team. You have a great slogan already, but are seeing a drop in sales, chances are you need to find the weak links and heighten work intensity.
- Focus on long term purpose. It’s everyday habits and daily routine that change our route from failure to success. You want to find success-do not just change a few words defining your brand hoping that will save you.
- Incorporate one new beneficial habit into your team’s schedule. Quick Fixes do not exist. Find out what other entrepreneurs are doing to drive their team forward.
Creativity is everything in marketing; however, it works along side consistency. Focus on the little things you can work on in order to find the ladder to success and start climbing up day by day.
If you’re a new business looking for a slogan, or an established business in need of a video, branding advice, or website tips, give Integrity Media a call, and we will be happy to help you on your road to creative consistency.
