By Brendhan Conlan on May 22, 2013
Memorability is probably the most important element in determining the efficacy of a tagline. While the accumulative effect of repetition over the years has a big impact on memorability, emerging taglines can increase their “stickiness” through brevity, catchphrase potential, and stylistic devices such as alliteration, consonance, rhyme, repetition. When it comes to questions of length, shorterfive words or lessis often better. Nongfu Spring, China’s leading manufacturer of bottled water and beverages, employs the line “+q,” or “Nongfu’s spring water is a little sweet.” The characters for “spring” (, quan), “a little” (, dian) and “sweet” (, tian) sound similar. Not only is the phrase easy to say and remember, its rhyming scheme also connects the three words to reinforce its key point: Nongfu’s water has a hint of sweetness thanks to its unique spring source. To market its baked beans products, food manufacturer Heinz capitalized on its German founder’s foreignsounding name for the tagline “Beanz Meanz Heinz.” This creative use of rhymingnot to mention the rare consonance of “z” soundsproved highly.
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