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What Clients Say Case study: Creating a memorable tagline
Every company exists along a growth continuum, from emerging to adolescence or young adulthood and finally to maturity. A tagline should properly reflect the company’s stage of development. Catchy, feel-good taglines work for well-established, mature companies. Emerging companies however, need to carefully select a tagline that will help educate potential clients about who they are without coming off as ego-driven or self-centered.
Goal:
VISICU, a company in the emerging market stage, first used the tagline “The future of critical care”. During a discovery process, we uncovered the company’s real value—a product that offered proven lifesaving benefitsAnother of VISICU’s unique strengths is its “smart software technology,” which alerts physicians to a patient incident before it happens. The tagline had to embrace both concepts in order to help define the company’s value.
Result:
From this knowledge, a new tagline was born:” VISICU: Smart systems, saving lives.” The new tagline explains the company value, is catchy and easy to remember, and exchanges the ego-driven style for one that expresses a clear benefit orientation. This helps the client establish its market position as a company that offers smart technology focused on saving patient lives.
