Before I even learned to talk, I was reciting advertising jingles. At two, I was repeating this sentence nonstop,“Tay Dee N T.” My older sisters and parents were baffled as to the meaning until they saw me riveted to the television singing to the latest commercials.
“N.E.S.T.L.E.S Nestles makes the very best chocolates.” Or my alleged favorite, the Tetley Tea commercial, where they proclaimed “Take Tea and See.” Finally the answer to my rambling “Tay Dee N T.” So when I say I have always been fascinated with taglines, that is an understatement.
Advertising in general is an art form, and when done at a high level, is nothing short of brilliant.
In the 1980’s, I was walking through the Charles de Gaulle Airport in Paris, looking at a row of advertising posters on my way to baggage claim. The one that caught my eye didn’t seem to be advertising anything, as it was simply a large photograph of Marilyn Monroe. Because it was so blatantly different than the rest, it peaked my curiosity and I walked up close to view it. I suddenly realized that Marilyn’s iconic cheek mole had been replaced by a Mercedes Benz logo. The brilliance, simplicity and significance of this image stopped me in my tracks. It said everything without saying a word. Without telling you what they wanted you to believe, you understood that some things are timeless, classy, subtle and iconic.
Today, I am paying attention to taglines in a new way. My new favorite is from Hyatt Hotels (my former employer). It simply and elegantly states, “Your More Than Welcome.” What a wonderful way to reinforce what hospitality is all about— welcoming people warmly and responding with a gracious your welcome as people say thank you, all day every day.
My tagline, “If you are not in the thank you business you are probably not in business,” goes hand in hand with Hyatt’s. Since Hyatt Hotels is and always has a special place in my heart, I particularly appreciated the sentiments we both share regarding creating memorable customer experiences.
Here are a few others taglines that have caught my eye lately:
- CVS: “To us it is personal”
- Marriott: “Travel Brilliantly”
- Bay Clubs: “You belong here”
- A local CCRC: “Hospitality is here to stay”
I’m sure there are many others that are coming to mind. Let me know your favorites.