GoTripod News / Software

For years, the tagline was treated like a relic, something brands dusted off for campaigns and then quietly shelved. But in 2025, it’s back in demand. We’ve seen it in RFPs (Requests for Proposals) from pharmaceuticals to footwear, and in the market itself: Tag Heuer’s “Designed to Win”, Ford’s global “Ready Set Ford”, Carrier’s purpose-driven “For the world we share.” Even Shake Shack made headlines for simply announcing they plan to have a tagline.

And then there’s Nike. By evolving “Just Do It” into “Why Do It?”, they’ve reimagined the most iconic tagline of all time, turning a call to action into a question that speaks to a new generation. That’s not nostalgia; that’s strategy.

Why now?

Two forces are driving this resurgence:

• Complexity inside brands. Today’s brand systems span continents, channels, and cultures. Maintaining consistency is hard. A tagline offers clarity, a single phrase that cuts through complexity and anchors the brand.
• Noise outside brands. With AI reshaping the digital landscape and performance marketing under pressure, attention is scarce. Adobe Analytics reports a 1,200% surge in retail traffic from generative AI sources in just eight months. In this shifting infoscape, a tagline becomes a beacon, a memorable hook that helps your brand stand out.

The risk and the opportunity

A tagline isn’t a silver bullet. It can’t fix broken processes or replace a robust brand system. But when designed with clarity, purpose, and creativity, it can amplify your story and signal a new chapter.

Think of it like a tag on a pair of jeans: part of a bigger whole. Your tagline should work in harmony with your name, logo, tone of voice, and design system, not overshadow them.

How to make it matter

• Assign a role. Is it a rallying cry, a mindset, a heritage marker? Define its job before you write it.
• Design it like an asset. Treat your tagline with the same rigour as your logo: strategic, distinctive, and built to last.
• Think dialogue, not monologue. Nike’s “Why Do It?” works because it builds on decades of conversation with athletes. Your tagline should invite engagement, not just deliver a punchline.

Why SMEs should care

Big brands aren’t bringing back taglines for fun. They’re doing it because clarity wins in a noisy world. For SMEs, that matters even more. You don’t have global ad budgets, but you do have the ability to be sharp, memorable, and consistent. A tagline is your shortcut to that clarity.

Here’s why it works for SMEs:

• Cuts through complexity. SMEs often juggle multiple roles and messages. A tagline anchors your brand and keeps everyone aligned.
• Boosts trust and professionalism. A well-crafted tagline signals maturity and confidence, key for winning investors, partners, and customers.
• Works everywhere. From your website to your pitch deck, social posts to packaging, a tagline gives you consistency without extra effort.

In short, a tagline is a small investment with a big return. It’s not just a line, it’s a lever for growth.

The bigger picture

At GoTripod, we believe brand expression is a system, not a slogan. A tagline can spark attention, but the real power lies in how your brand elements work together: messaging, design, experience, and yes, software. Because in a world where complexity is the norm, clarity isn’t just nice to have. It’s transformative.

Ready to craft a tagline that actually means something? Let’s create it—together.