Here at The InStar Group, we do a lot of work on developing a company’s brand, which in the beginning stages involves brand name, brand tagline and logo work. After completing our Branding 101 Series, we discovered there is one concept that continues to be overused in many corporate taglines. The word “life” and it’s various forms, are rampant throughout taglines, so much so, you may not even realize how often they are being used.
The reality is, the use of the words “life,” “live,” “living,” or any derivative, makes a lot of sense in a tagline. The implied meaning of the word fits so well into any company, product, or service, because, after all, who doesn’t want to live and have the products we use improve our lives.
But we at The InStar Group feel the use of these words is just too easy and hampers the creative process. Below is just a random sample of taglines from different companies in varying business categories, just to show you how much the concept is being used.
And, now included are additional taglines used by Canadian companies as discovered on a recent trip north of the border.
US BASED ADS:
Australian Gold – “LIVE THE GOLD LIFE.”
Baja Fresh – “Eat Well. Play Hard. Live Fresh.”
C2O Coconut Water – “Live Rejuvenated!”
GNC – “Live Well.”
Hallmark – “Life is a special occasion.”
La-Z-Boy – “Live Life Comfortably”
Lifetime Fitness – “A Healthy Way of Life Company”
Michelob Ultra – “Live life to the ULTRA.”
Motorola MotoActive – “Life. Powered.”
Panasonic – “ideas for life.”
Phillips Colon Health – “Live the regular life.”
Shocktop Beer – “Live life unfiltered.”
Taco Bell – “Live mas.”
Transition Lenses – “Experience life well lit.”
Utah Office of Tourism – “Life Elevated”
Walmart – “Save money. Live better.”
CANADIAN BASED ADS:
BC Lions - “Pride lives here.”
City of Vancouver - “Viva Vancouver”
Cushe – “It’s a Cushe life.”
Lululemon - “Live the life you love.”
Praeventia – “A taste of life.”
The Rolston – “Original lives here.”
San Pellegrino – “Live in Italian.”
Of course, this is just a random sampling of the companies using the concept of “life”. Interesting to note that the concept is seemingly so relevant, Australian Gold, La-Z-Boy, Michelob Ultra, Phillips, Shocktop and Lululemon have multiple references.
Here’s a funny anecdote to prove how seemingly useful the concept of life can be for any company: We were in a tagline brainstorm meeting with a client and while you don’t necessarily want to set any rules to limit the storming of your brain, we began by saying we didn’t want to include the word “life” or any of its forms due to it being too easy and overused. The result was equivalent to telling a kid not to play with that shiny red truck. All the kid wants to do is play with the truck and in our brainstorm session, all anybody could do was think of taglines with the word “life” in it. We took a break, reset our brains, and had a productive session.