Brand Review - Johnson Controls...

by David Bookout

The tag line next to the logo on the van said "Innovation Welcome".

A "tag line" is a "phrase or catchword that becomes identified or associated with a person, group, product, etc., through repetition" according to Dictionary.com.

But why? Was I reading this right? What was someone at Johnson Controls thinking when they declared a corporate void in innovation, and essentially launched a perpetual request for help?

Here are a few simple rules for tag line development in your company:

First, a tag line should represent a company's essence, it's core promise.

Next, stay away from sentences, these are jingles. The tag should be short, perhaps one, two, three, or four words.

Finally, and particularly if your company, or product name isn't literal it should bring clarity to the offer.