Tag with Likeable or Memorable Taglines

What we most like as consumers may be quite different from what we best remember as consumers. According to a set of studies at University of Missouri, City University of London, and University of Arizona, that statement holds true at least for a marketing tagline—the slogan a brand intends to grab our positive attention and carve a lasting positive impression. For Walmart, it’s “Save Money. Live Better.” For Sears, it was “The good life at a great price.” The linguistic properties of a likeable tagline differ from those for a memorable tagline.
     The difference has to do with the ease of mental processing. All else equal, consumers are attracted by simplicity, so a slogan that’s easier to mentally process will be liked better. Such taglines are relatively shorter, use highly familiar words, and refer to intangibles—concepts such as satisfaction and love. For instance, in the studies, taglines such as “The cure for mankind” were liked better than taglines such as “The antidote for civilization.”
     But when the mental processing of the tagline requires more time and effort to understand, the payoff is that it’s better able to burrow into the brain, making it more memorable. In the studies, these slogans included words which are less common and referred to concrete characteristics—what we can see, hear, taste, smell, or feel. For instance, taglines such as “Your word is our wedding ring” were remembered better than taglines such as “We keep your promises.” Using a metaphor in a tagline might also add to the complexity of mental processing.
     Well-established brands have less to gain from increasing memorability than they risk losing from unlikability, note the researchers. Fluent slogans are best. But for brands new to a marketplace, memorability counts, so refer to concrete concepts and use less-common words.
     The researchers explored the effect of including the brand name in the tagline—"Horlicks guards against night starvation” versus “Guards against night starvation.” They found that the inclusion increased the mental processing toll and so would be better for brands establishing a reputation.
     Another set of studies revealed an additional wrinkle: People were asked to think about the Walmart and former Sears slogans. It turned out this increased the amount of money the people were willing to spend during a shopping trip. In fact, the amount was twice as much after thinking about the slogan than after thinking about the store name.

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