Is That a Strategy or Just a Tagline? How to Tell the Difference
A good tagline can make you feel something. But that doesn’t make it a strategy.
Many business owners confuse taglines with strategy – and it’s easy to see why. A clever tagline can sound strategic. It might even inspire the team or look great on a wall or website. But strategy goes deeper.
A tagline is a marketing tool designed to shape perception.
A strategy is a business decision designed to shape outcomes.
Looking or sounding good doesn’t make something strategic.
Here’s Why it Matters!
This isn’t really about taglines – it’s an exercise in thinking more strategically.
The fact is, the leaders in every industry are more strategic than the followers. In my experience, it’s the depth and quality of their thinking – and the actions that follow – that puts them in front and keeps them there.
Strategy Starts with Intention
A real strategy begins with a clear objective and a decision – what to do, why you’re doing it, and who it’s for. It’s not just what you say – it shows up in how you work, what you prioritise, and what your customers experience.
Taglines don’t usually start that way.
Is it a Tagline or a Strategy?
Here are 3 quick questions to test it:
1.
Does it reflect a strategic decision?
Strategy is about trade-offs. It’s a choice about how you compete – and how you win.
- Example: “No one has more sports gear.” – Rebel Sport
That’s not just a slogan – it’s a strategy. It drives product range, sourcing decisions, and store layout. It says, “We dominate by having the biggest selection.” - Compare: “The home of sport.” It sounds good, but it’s vague. It doesn’t reflect a clear strategic decision.
2.
Does it drive internal behaviour and investment?
A real strategy influences what you build, how you spend, and how your people
behave.
- Example: “Internet your way.” – Freedom Internet
That wasn’t just a phrase to sound good – it was at the very heart of our decision to create that business. It was a design brief. Everything was built around flexibility and customer control. Plans, systems, policies, pricing – it all flowed from that strategy. We said it and we meant it.
3.
Do your customers experience it – and repeat it back to you?
If your strategy is real, it shows up in the customer experience. If it’s powerful, they’ll tell you.
When you hear your customers echo your promise in their own words, it means it’s embedded. If no one mentions it – it may just be a catchy tagline, not a strategy.
Use the Better Thinking Matrix to Test It
Here’s another way to test a tagline. Ask yourself:
- What’s the potential impact of the tagline promise? Low, medium, or high?
- What’s the period of impact? Short, medium, or long-term?
Plot it on the Better Thinking Matrix™
- If it sits in the bottom or top left – it’s likely just a task or tactic.
- If it lands in the top-right – it’s more likely a strategy in disguise.
No method is foolproof, but the Better Thinking Matrix is a smart place to start. It builds awareness and will help you think more clearly – and strategically – about intent, impact, and how well your message matches the way you do business.
What Real Strategy Looks Like
Taglines live on the surface. Strategy runs deep. The best one’s are connected.
Real strategy:
- Aligns people, systems, and processes.
- Guides decisions, spending, and execution.
- Shapes behaviour, culture, and customer experience.
- Holds up under pressure and keeps teams focused.
Try This:
Here are seven taglines.
Which are just clever marketing slogans? Which might be a strategy in disguise?
- “We try harder.” – Avis
- “Because you’re worth it.” – L’Oréal
- “Save money. Live better.” – Walmart
- “Melts in your mouth, not in your hands.” – M&M’s
- “Engineered like no other car in the world.” – Mercedes-Benz
- “The happiest place on earth.” – Disneyland
- “The ultimate driving machine.” – BMW
What do you think?
Which taglines might drive decisions and shape behaviour?
Which taglines actually matter to customers?
What’s your assessment of:
- Their potential for impact? Low or High?
- The period of impact? Short term or Long term?
Plot each one on the Better Thinking Matrix™ and test it for yourself.
See below this article for my take on which ones are a strategy, and which are slogans.
Which taglines might drive decisions and shape behaviour?
Which taglines actually matter to customers?
What’s your assessment of:
- Their potential for impact? Low or High?
- The period of impact? Short term or Long term?
Plot each one on the Better Thinking Matrix™ and test it for yourself.
See below this article for my take on which ones are a strategy, and which are slogans.
Final Thought
If your tagline only sounds good – but doesn’t show up in reality – it’s not a strategy.
Which Are Strategy, and Why?
- “We try harder.” – Avis
- Strategic.This was born out of their position as #2 in the market. It drove internal behaviour, customer service standards, and company culture. It wasn’t just a slogan – it came to define how the company operated.
- “Because you’re worth it.” – L’Oréal
- Marketing slogan. Emotional and appealing, but not something that guides operations or decision-making across the business. It’s more about brand feel than internal alignment.
- “Save money. Live better.” – Walmart
- Strategic.This isn’t just a message to customers – it underpins how Walmart designs its supply chain, pricing model, vendor relationships, and store experience. It’s embedded in how the business works.
- “Melts in your mouth, not in your hands.” – M&M’s
- Marketing slogan.This is a product promise and a catchy line – not a strategic driver of behaviour or culture. It sells one feature, not a way of operating.
- “Engineered like no other car in the world.” – Mercedes-Benz
- Strategic.This guides how they design and engineer their vehicles, their focus on innovation, quality standards, and brand positioning globally. It reflects what the company strives to do, not just say.
- “The happiest place on earth.” – Disneyland
- Borderline. It feels like a slogan, but it deeply aligns with their business model. Every part of the Disney experience – from staff training to environment design – is engineered to deliver happiness. When delivered well, this becomes strategic. Perhaps this would be stronger: “#1 for unforgettable family fun”
- “The ultimate driving machine.” – BMW
- Strategic. This encapsulates their commitment to driving performance and innovation. It shapes product design, engineering decisions, marketing, and customer experience. It’s more than a promise – it’s a standard they operate by.
Do you have a tagline?
If you do, does it reflect your point of difference and competitive strategy? Is it what customers care about and happily pay for?
