Question

Topic: Branding

Solid Brand Needs New Tag

Posted by Anonymous on 1/23/2018 at 2:21 PM ET 125 Points
Game Seeker, a board game shop, has been using "Play Together. Stay Together." as a tag line for 4+ years. I feel it doesn't capture the value. The value of Game Seeker is personalized service and a smile; demo games which we play with you right over the counter, game knowledge, personal shopper experience. "Hi! What are you looking for?" "Gift for a 9 YO". "Tell me a little about him; active? What does he play now?" Everyone leaves with the game they want and a smile, if not a free punch balloon or something else to remember us by. We remind people of Mr. Magorium's Imporium. We are very active in our Santa Barbara Community. I need a fresh tag that captures most of that and that POPS!
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/23/2018 at 6:17 PM Accepted
    Some ideas to mull over:
    • We Have Fun Everyday
    • Fun Prescribed Daily
    • Go Away and Have Fun
  • Posted by Gary Bloomer on 1/23/2018 at 6:35 PM Accepted
    No, you don't. The issue here is not the problem of your tag line, it's your perception of the tag line.

    Your customer base have come to know, like, and trust you AND this tag line for four years: with it, you've built solid, lasting, tangible brand authority, brand empathy, and brand equity.



  • Posted by mgoodman on 1/24/2018 at 5:34 PM Accepted
    I'd be careful about changing the tagline. Even if it isn't perfect in every respect, it has been around for awhile and could be worse. There's an old saying in advertising that "advertising copy (and taglines) wear out a lot faster in the boardroom than they do in consumers' minds."

    You wrote, "I feel it doesn't capture the value." Your feeling may not be the right metric for this. You are too close to the subject, and there is no good way to objectively measure whether the next tagline captures the value any better. How will you know, four years from now, whether the next tagline is better for the business than the current one?

  • Posted by saul.dobney on 1/25/2018 at 9:01 AM Accepted
    I like your tagline. It says something about the importance of fun in friendships and relationships and you and your customers coming together to find the right game, and it has enough idea space that you can focus some marketing activities living up to the tagline. What I wonder is if supporting marketing activities have got a bit stale. Instead of changing the tagline, maybe think about a mid-life kick to get the juices flowing again. Demonstrate, with say a multi-game tournament or extreme outdoor board games, or open games nights say partnering with local business hotels. Live up to the 'play'. Show the 'together'. And invite some old customers to 'stay' (return).
  • Posted by timo kruskopf on 1/26/2018 at 1:56 AM Accepted
    I must admit I agree with Gary & co: you really don't need a new line.
    Play Together. Stay Together. Perfect emotional value message for someone purchasing. Even in long term your business is dependent on tangible products. Stick to it if your goal is not to go virtual.
    Spice up your marketing on seasonal level and get better return on your investment. Invest in events or something to activate and be seen / perceived as you desire the brand to be.
  • Posted by Shelley Ryan on 2/13/2018 at 12:05 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
  • Posted on 2/15/2018 at 2:32 PM Author
    I really appreciate all the feedback. Excellent input. Saul, your suggestion validated our trajectory. For the last 12 months we have been pushing out into the community through sponsored game nights and recently, participating in healing events surrounding the Thomas fire and mudslide. 2018 we are beginning a monthly event at our local senior care facilities featuring jigsaw puzzles and games. I ran into a journalist for a local digital rag since I posted this. Here is that result.: https://www.noozhawk.com/article/formerly_homeless_man_finds_new_job_new_st... :)

    What a wonderful support MarketingProfs. Thank you all, immensely.
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