I assume like me, you used to play Tag when you were a kid, and like me, you probably enjoyed both the challenge of tagging or avoiding getting tagged. I always had such a euphoric feeling of victory yelling out, “Tag, you’re it!” every time I passed the baton of “it-ness” to someone else. Today the game has changed a little bit. Now we’re tagged in people’s photos on Facebook or other social media sites. In some cases, it’s fun to get tagged, but at other times the photo may not be quite so flattering. That definitely alters the fun quotient. At any rate, this notion of tag is interesting and varied.

Recently I had a more serious kind of tagging opportunity in the form of a client who wanted our help in developing a new tagline for their brand. This is a huge deal because an outgrowth of an effective tagline is sort of like the public shouting out, “You’re it,” each time they’re touched by your tagline.

For me here’s what this looks like – well sort of. Whenever I see the tagline “Rethink Possible” I shout out (at least in my mind), “OK, AT&T, you’re it! You’re the brand who is helping me rethink possible.” Yeah, yeah, maybe I exaggerated this a bit, but really that’s the goal of a tagline - for that brand to be “tagged” in a way that brings it home to me and makes it relevant in my life.

An effective tagline should be memorable, believable and actionable so that when your clients see the tagline they automatically “tag” your brand.

SO, what taglines these days cause you to shout out, “You’re it!” whenever you see them?