Double Meaning Brand Taglines

[10 Unique Examples Of Scientific Effectiveness]

We’ve all seen double meaning taglines before.

They can be clever, funny, thought provoking but more importantly, almost all are extremely memorable.

Brands that can pull this one off effectively go to market with an ace up their sleeve.

That ace is a tool to land in the mind of their audience to enhance brand recall.

In this article we discover why this type of tagline is so effective and review 30 unique examples to inspire your brand building development.

We’ve all seen double meaning taglines before.

They can be clever, funny, thought provoking but more importantly, almost all are extremely memorable.

Brands that can pull this one off effectively go to market with an ace up their sleeve.

That ace is a tool to land in the mind of their audience to enhance brand recall.

In this article we discover why this type of tagline is so effective and review 30 unique examples to inspire your brand building development.

Double Meaning Brand Taglines
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Why Double Meaning Brand Taglines Work

I’ve seen plenty of double-entendre tagline examples in my time.

Some made me laugh out loud, others made me think, some were from iconic brands and others were from tradesmen with dirty minds.

But why are double meaning (or double-entendre) taglines so effective and considered the holy grail of taglines?

The answer to that question lies in the role of the tagline.

The tagline plays a strategic role.
In partnership with the logo, It’s the chief of brand recall.

Its job is to land and take root in the mind of the audience to enable them to easily “recall” the brand either on cue, or during the buying decision process.

The more memorable a tagline, the more chance it has of achieving its strategic goal.

A brand tagline with a double meaning makes neural connections in the brain between the dual meanings which influences the way the brain stores it to memory.

And though the explanation is complex, the result is pretty straightforward.

In short, you remember taglines like these more easily than others because of how the brain stores them.

So, let’s take a look at some epic examples.

Brand Tagline Example #1
Taste The Feeling – Coke

Coke’s positioning strategy is based around the feeling of happiness. Their ownership of this position is so strong; they don’t even need to mention the actual feeling.

Tagline Meaning #1:
Experience the feeling of happiness

Tagline Meaning #2:
The taste of Coke is the taste of happiness.

Neural Connections:
Coke + Feeling + Taste + Happiness

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Brand Tagline Example #2
Nothing Runs Like A Deere – John Deere

Few brands can say they’ve been around longer than Coke, but John Deere is one of those historical brands (Founded in 1837).

They’ve been a consistent pillar in agriculture for over 180 years and their tagline leans into that reliability.

Tagline Meaning #1:
Nothing compares to the majestic run of a deer

Tagline Meaning #2:
Nothing runs as reliably as a John Deere vehicle

Neural Connections
John Deere + Deer + Reliable

Brand Tagline Example #3
“Connecting People” – Nokia

Nokia was the market leader in the mobile phone industry in the mid to late 90’s before Apple and Samsung took over.

Two word taglines are rare. Effective two word taglines even more so. Effective two word taglines with relevant double meaning are like gold dust.

Their tag highlighted the two things the brand was built on. Connection and People.

Meaning #1
We bring people together

Meaning #2
We connect people through technology

Neural Connections:
Nokia + Connections + People

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Brand Tagline Example #4
“Make.Believe” – Sony

Sony’s products are tools of the imagination from their video game products to their photography products.

Their tagline captures this idea beautifully by splitting a beloved word associated with youthful imagination.

Tagline Meaning #1:
Our products are tools for you to “Make believe”

Tagline Meaning #2:
“Make” what you believe or what you can imagine

Neural Connections:
Sony + Make Believe + Imagination + Create

Brand Tagline Example #5
“Challenge Everything” – EA

EA is one of the largest video game brands in the world.

Their tagline tugs at the competitive spirit of their customers and associates the brand with quality.

Meaning #1
Don’t accept second best (quality)

Meaning #2
Compete and be the best

Neural Connections:
EA + Quality + Competition + Winning

Brand Tagline Example #6
“Think Small” – Volkswagen Beetle

In a time when “Bigger is better” was the mantra across America, Volkswagen Zagged while everyone else Zigged.

The Beetle’s “Think Small” tagline, challenged perceptions and associated the brand with smart independence and value.

Meaning #1
Think for yourself, not all that’s bigger is better

Meaning #2
You don’t have to spend so big

Neural Connections:
Volkswagen Beetle + Smart + Independence + Value

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