Are you obsessed with finding the perfect tagline for your business—or not sure if you even need one? Join branding expert Ethan Decker and guest Jenny Desmond, founder of Vive Mas Tours, for an energetic conversation about what makes a tagline work. Discover why most taglines fail, which literary tricks make phrases stick, and how to create messaging that your audience will actually use to describe your brand. Jenny shares the specific branding challenges she faced while expanding from Cuba to Colombia, and Ethan gives actionable advice for creating a tagline that not only explains your business but inspires word-of-mouth. Tune in and walk away with a toolkit of creative, fun, and scientific branding solutions designed to make your company unforgettable.

Main Topics Covered:

• The importance (and limitations) of taglines in branding
• Key elements that make a tagline memorable and effective
• Branding challenges of expanding into new markets (Cuba to Colombia)
• Targeting a niche audience—travel for 55+ adventurers
• Using literary devices (rhyme, alliteration, couplets) to craft sticky taglines
• Real-world examples of famous taglines (FedEx, Taco Bell, Arby’s, Band-Aid)
• Why getting feedback from real customers is essential to messaging
• Creative brainstorming tips for developing your brand’s tagline
• Balancing explanation and creativity in messaging
• Encouragement to test and revise taglines with your audience

Links to Additional Resources:

• Vive Mas Tours – Learn more about Jenny's cultural and birdwatching tours
• Arby’s “We Have the Meats” Campaign – Iconic tagline inspiration

Ready to create a tagline that truly works for your business? Share your favorite takeaways from this episode and brainstorm your next big tagline. Invite real customers to join the process—and remember, sometimes all it takes is a mojito and a fresh playlist to spark your best ideas.

Subscribe to Cover Brand for more insights into the world of branding and marketing. Share this episode with a friend who could benefit from these strategies, and head over to appliedbrandscience.com to dive deeper into the principles of brand science. Your success starts here!

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