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I learned a new saying this morning. If a turn of phrase ever strikes you as awkward, just say this: ”That rolls off the tongue like a couch down a prairie.”
The expression comes courtesy of George, who was commenting on a story about Rogers’ new tagline: Creating world-leading Internet experiences.
George, I couldn’t agree more. I cringe every time I hear or see a Rogers ad, because – compared to Telus’ The future is friendly or Bell’s Today just got better (even if it isn’t true) – no one is ever going to remember a tagline this clumsy. Or will they?
As I’ve suggested in a previous post on TICO, and in Chapter 15 of Brand: It Ain’t the logo, if you have millions or billions of dollars to spend on advertising, you don’t have to make the extra effort of making your messaging memorable. Rogers is clearly in this category.
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