#stratcomms

A TAGLINE IS NOT A MESSAGE

Often I am working with a client on messaging to be used in various strategic communications settings: media outreach, analyst meetings, internal communications among others. In the last month alone, however, I have listened as individuals from a pair of major corporations fell back on the company slogan -- or tagline -- as a message.

And while taglines -- defined as a short, often catchy phrase that fully captures an organization’s mission or spirit -- work great in advertising, they fall short of scope and gravitas in every other form of strategic communications. 

While a tagline can reflect messaging, a tagline is not a message.

In a media interview, a spokesperson is not doing much to express the breadth of a new product or partnership or providing deep insight to its mission or its services by spouting: “Fly the friendly skies” or “Empowering technology” or “Have it your way” or “The power of dreams.” In fact, I’ll bet you can only ID two of the four companies represented there.

No. A message needs to be concise and declarative, like a tagline, but it needs to also clearly state a business objective. It needs to not only satisfy the audiences’ “want,’ but make a good argument for the “why.” Unlike a 30-second ad, other strategic communications environments require a little more context. 

Your business likely can’t be characterized in one short phrase. There are multiple objectives, activities and values that need to be expressed. Some examples:

- “We are committed to innovation and R&D, together with a focus on sustainability, as main pillars of Clariant’s strategy.”

- “The U.S. Army will always be excellent stewards of taxpayer dollars.”

- “At McDonald’s, we are making significant changes that are important to our customers, our people and the environment.”

Now, key words from a tagline may make their way into a message. In fact, it is a great way to ensure recall of critical descriptive language. But a message provides greater depth for all critical audiences.

There is some client work that hits more closely to home than others, and this client represented that. Almost a decade ago I found myself lying on a basketball court wondering how I got there. It turns out that men aged 30-50 are extremely prone to Achilles tendon ruptures. I was 39. 

I was privileged last month to conduct a two-day workshop with physical therapists and other senior leaders from ATI. The sessions focused on enhanced leadership communications, specifically declarative messaging, strategic storytelling and genuine empathy. A few years ago, i also had the opportunity to work with the presidential line of the American Academy of Orthopaedic Surgeons. I conducted presentation coaching ahead of their annual conference.

Sports remains a critical component of my life, particularly my ability to play pickup basketball. It”s something I hope I can do until I am 80. And the only way I can still achieve that goal is because Dr. John Cherf and my PT Maria set me on my way. I ruptured the tendon on April 11. I had surgery on April 18 and by July 4, I was trotting around a pitch in Italy lightly kicking a soccer ball.