Creating a Tagline that Your Client Will Fall in Love With

The CEO of a client for whom we recently created a brand was what I would call a “mildly supportive observer” throughout a comprehensive branding process we led his company through. When he heard the tagline, it all clicked for him and he became an effective brand evangelist to his customers and employees. It takes Tiger Woods thousands of putts to sink that 10 footer when it matters. The right tagline follows that same logic.

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Firing a Bad Client, A Love Story

“You may not remember me, but we worked together a while back and you actually fired me,” the caller said after introducing himself. I felt the tentacles of my memory reaching back many years to a contentious relationship, one of the three clients in 15 years of business that I have resigned. I remember what a gut-wrenching decision that was as a business owner of a relatively new business. I also remembered why I’d done it.

“What you may not remember is that I had a particularly difficult boss and I was the conduit between you and him, so I hope you do recall it wasn’t me who gave you the grief,” he continued. “I’ve always respected you for the way you handled that situation, that you had the confidence to resign. You said you felt you couldn’t add value and we’d be better served by another agency. You were very nice and professional about it. If I had been in your shoes, I like to think I’d have done the same thing.”

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Welcome to Driving Rain!

This is my first post and I’m pretty excited. The blog will be a place to discuss how differentiation — in creative, client service, marketing relationships, brand messaging, user experience — can be applied to what you do for your customers. I’m also looking for serendipitous dialogues, the unexpected and often meaningful interactions that can happen when one puts themselves “out there.” In the long run, we know that this blog will be much better if you share your thoughts with us.  So please feel free to let us know what you think, either by commenting, or if you would rather email us, we’d love that as well.  Social media gives us the ability to all share and collaborate on ideas, and the discussions we have here will be much more valuable for everyone if you share your thoughts and opinions with us!

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