Know-How Exchange : Taglines/Names

The anniversary shouldn't be a cause to change the tagline, unless your mission has changed. If you want to make a small tweak, I suggest "Making Our Mumbai a better place to live, work, and invest"

"Making Mumbai Safer, Healthier, and More Productive"
"For Over 25 Years: Making Mumbai Safer, Healthier, and More Productive"

I would not change the tagline just because the organization is a year older. Stick with the message you've created. In a year you will be yet another year older, and you don't want to be changing a well-crafted tagline every few months (or years, for that matter).

There is real value in establishing a positive image and maintaining it over an extended period of time.

Hi Tharikha,

I think it would be a retrograde step to change the Mumbai First tagline now. Mumbai First has been successfully operating for 25 years. That in itself is no mean feat. It shows that your organisation not only must be doing something right but has a high level of continuing community support. Consequently, the old adage that says, ‘if it ain’t broke, don’t fix it’, comes to mind. Your organisation’s name and present tagline is embedded in your community’s collective mind. Why disturb that situation? That is a benefit that must be nurtured into the future. Most marketing managers would give their right arm for such a valuable totem.

There is no doubt that a 25th Anniversary is a very special event. I would strongly recommend that you market the special occasion with one or more events across the year, but those events should be promoted without disturbing your core identification with your community.