In the jargon-loving world of marketing, buzz-phrases come and go with embarrassing regularity.
Yet there are some words that are in use today that have been around since Bill Bernbach was a lad
Headline and strapline are two of the most prominent examples. Years ago everyone was in no doubt what they meant and which was which. Sadly, the waters have been muddied somewhat.
A case in point: last year, I pitched for (and won) an account to launch a new product in the financial services sector. The client loved all the creative, apart from the strapline. I duly went away, came up with some more options, and went back to represent.
The client was rather perplexed. But I liked the line under the logo, it was the strapline here that I wasn't keen on, she said, pointing to what was in fact the headline.
She's not alone. More and more people are seemingly unsure as to which line is which. So here, ever the pedant, I'd like to set the record straight.
A brand or campaign strapline is what many laypeople would refer to as the slogan.
For example...
Tesco - Every little helps.
VW Polo - small but tough.
The First Floor Salon - A Cut Above the Rest
And a headline could be something like...
Baked Beans, 10p a can.
Power-assisted steering now as standard
New stylist Kylie (formerly of Curl Up & Dye) joins us in May!!!
Hopefully that's cleared things up a bit. Just don't get me started on people who call 'copy', text.