Tag line “one-offs” don’t work
I just noticed the new Home Depot tag line:
More saving. More doing.
This is an example of getting closer to what works for a tag line, and you can see it’s similar (probably too similar) to Walmart’s, Save Money. Live Better.
If you read this post, you know I have a very large problem with most tag lines, for the simple reason that they’re horrible. It’s because they are typically “one-off” from an offer that the consumer would value.
An example would be DHL, telling the world, Yellow. The New Brown.
Huh? Is DHL offering yellow to the world as a product? I don’t think so, but nothing would surprise me.
If yellow isn’t what their offer actually is, this tag line is an example of one-off messaging. Sorry, but in today’s competitive environment no one has the time to figure out what your message is supposed to mean.
I advise being explicitly accurate, from a differentiation standpoint. And that’s why I say, this new Home Depot tag line - More saving. More doing. - is better, but not great.
It would probably be better to explain what they mean by “more doing”, so their audience can get their arms around something.
If you have a tag line, my advise is to offer something explicitly. It should differentiate you and be directly understandable without having to be translated.