December 5, 2007...7:38 pm
Not-So-Social-Networking
What’s in a brand tagline? A lot.
Taglines are bits of psychological code that reinforce in consumers’ minds their relationship to a company or service they’re considering. Today an online company launched that targets an estimated 1.3 million people each year in the U.S. facing divorce. Seems obvious, right?
With all the established dating websites and social networking, Divorce360.com positions carefully with its content-rich support site. The company’s logo depicts the silhouettes of a woman and man with their backs to each other. Yet Divorce.360’s tagline leaves room for reconciliation: “IF IT’S OVER, WHAT’S NEXT?”
Compare that to Match.com, whose design is upbeat (a guy jumping in the air), light on text and includes Web 2.0 icons of a woman and man who could be described as nuzzling. Tagline here: “IT’S OKAY TO LOOK”.
Clever ambiguity in taglines for these two companies on opposite ends of the relationship spectrum can translate into larger audience reach, and in turn, presumably more revenue. Smart marketing.
Aside from primary markets (couples getting divorced and singles looking to date), the two companies speak to others. Considering divorce? We’re your resource. In a relationship and ready for a new one? Find your match.
When it’s over, look.
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