Double Meaning Brand Taglines

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

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

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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Brand Tagline Example #7
“What Happens In Vegas, Stays In Vegas”

Las Vegas is a truly unique place like no other in the world.

This is a tagline that defines its brand almost poetically.

Whether you’ve been there or not, this tagline has no doubt landed in your mind to make countless connections that paint the picture of Las Vegas experience.

Meaning #1:
The Las Vegas experience is found nowhere else

Meaning #2:
Your preferred debauchery, its available here (and can stay here)

Neural Connections:
Las Vegas + Experience + Unique + Debauchery

Brand Tagline Example #8
“The Best Men Can Be” – Gillette

Gillette has been a mainstay for 120 years.

Gillette’s original tagline “The Best A Man Can Get” is over 30 yerars old. Their recent “tocix masulinity” campaign promoted “#thebestmencanbe” (a tagline variation), tested a shift in positioning slightly towards a more responsible purpose driven stance which challenged men to lead society forward.

Like Apple, McDonald’s and Nike before them, Gillette are staking a claim to own a coveted braod idea in the mind of their audience.

(Though they may have fallen short based on the mixed temperature on their campaign).

Meaning Number #1:
Gillette brings out the best version of the man (Appearance)

Meaning Number #2:
Be the best man you can be (Integrity)

(Intended) Neural Connections:
Gillette + Best + Integrity + Responsible

Brand Tagline Example #9
“Seafood Differently” – Red Lobster

Since 1968 Red Lobster has been “committed to bringing you a seafood experience you won’t find anywhere else”.

Their tagline plays on the visionary aspect of the food experience Rob Lobster offers as well as the uniqueness of the brand experience.

Meaning #1
Our Seafood experience is unique

Meaning #2
Envision seafood from a different perspective

Neural Connections:
Red Lobster + Seafood + Different + Experience

Brand Tagline Example #10
“Where’s The Beef?” – Wendy’s

As big as Wendy’s is, it’s dwarfed by the size of its giant competitors McDonald’s and Burger King.

With their tagline “Where’s the beef?”, Wendy’s took an “against position” on their giant competitors and pointed to the quality (or lack of) in their burgers.

This association to the big boys, landed Wendy’s in their audiences mind whenever they considered an alternative.

Meaning #1:
Our competitors use less beef

Meaning #2
The beefiest burgers are here

Neural Connections:
Wendy’s + Beef + Quality + Better

Conclusion

Telling you that a tagline is an important element of a brand is like telling you the sky is blue… You get it.

But you now get something about taglines that the rest of the world doesn’t.

Different taglines are stored in different ways and if you can ask the brain to make neural connections you enhance your chances of it being remembered.

A double meaning tagline should never sacrifice clarity and simplicity.

But if added to these two characteristics, it can set root in the exact position you want to own for your brand.

Are you building a brand for yourself or a client?

Have you ever developed a double meaning brand tagline before?

I’d love to hear your greatest tagline challenges or favourite double meaning tagline examples.

Let me know your thoughts in the comments Right Now!