Category Archives: Tagline

What do you think the billboard pictured below in Wellington, New Zealand’s capital city, is ‘selling’? You certainly can’t tell from its tagline – defined at as “a slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey”. Well, if “Delivering exceptional customer experiences since … Continue reading So, what does CallActive actually do?

Simplicity thrills, complexity kills. And, somewhat paradoxically, the shorter the message, the more effort it takes to refine it to simple. (That’s why an organisation’s tagline – the two to five word description, promise, ‘story’ after its brand name – can be so tricky to distill). But what must a message contain to be considered … Continue reading Why your message has to be simple – and how to make it so

Many people are scared to use metaphors. Sometimes rightly. An over-used, too familiar metaphor is brushed aside and quickly ignored by a reader. But done correctly, a metaphor is like the first sip of a cold beer on a hot summer’s day…hitting the spot perfectly. And don’t think their use is a recent phenomenon necessitated … Continue reading Why you shouldn’t be afraid of metaphors

The problem with many messages, from taglines to web home pages, is they try to say too much. Instead of presenting one clear argument, a proof, of what’s on offer, you get mixed messages. For our relatively straight-forward minds, which are always attempting to sift and categorise information, this is really confusing. Indeed, such is … Continue reading Why your message can only have one central truth