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Clearly this poster was created on the back of a manufacturing error and although i can see their intentions it doesn't send the right message! The first time i saw it i initially just looked at the picture confused and disgusted, trying to understand what's going on. Primarily i think that's due to the print being so similar to their other work, with the large logo covering the page and a visualisation of the ice cream. The phrase 'Not all of our cornettos are made equal.' personally makes me question quality, manufacturing and customer care. Surely an issue big enough for marketing would need to be addressed immediately. In the smaller text is also talks about 'every now and then something goes a bit wrong', i think most people are aware this is the case and highlighting it actually is bringing more distrust in the brand. I think this could have been approached differently though the brands intentions were clearly positive.

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I personally think this whole 'Left side and Right side' campaign was a great push for Twix. Not only did it add a little insight on the process it became a talking point. The posters made people identify with a side, both positive and indifferent in some sense, giving member of the public a chance to align themselves to the brand. The demographic wasn't specific like many chocolate brands try to be but instead relied on humour and self reflection. Like other catchy campaigns i still find that this one comes up even though it happened almost 5 years ago with many find their own interpretations of what the sides mean! I would have to say however that the campaign was an overall success because of its's varied forms of advertising each relating to this subject but approaching it differently eg. film, print, social.

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The tagline Adidas uses is 'impossible is nothing' not only does this not make sense, it has nothing to do with the the associations of the brand. I see where they're coming from however i feel they could have chosen better wording that would be instantly recognisable to the brand.

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Coca Cola is one of the most successful brands of all time. it has an instantly recognisable logo even so that just by the first letter you're able to recognise it. It has an iconic tagline 'open happiness' which recently changed to 'taste the feeling' this shows that the brand is keeping up to date and staying relevant whilst keeping consistent with recognisable values and colour palettes. The tag-lines are short and sweet and are consistent in the tone of voice ass they both evoke feelings which have strong connections to the audiences experience.

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“There’s some things money can’t but for everything else there’s Mastercard.” This tagline, which headlined the credit card brand’s “Priceless” campaign starting in 1997. For me getting into debt should be advertised. The tag line should be “There’s somethings money can’t buy like the debt collectors being sent over to your house when you miss the payments”

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BAD Brand Language - Sensodyne toothpaste

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GOOD Brand Language - North Face

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In 2018 Kleenex produced this ‘MANSIZE’ tissue. For obvious reasons this caused a lot of controversy. I don’t think this branding is just offensive for one gender, I think it effects both men and women. It’s sexist to women, and could be degrading to men. As a society we’re trying to change those ‘roles’ that men and women have been given and this branding ruins this work by using, ‘Confidently Strong’, men don’t have to be strong. I think it’s thoughtless branding.

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Estrid - a razor brand. I personally feel this branding is giving control to women in what feels a very uncontrollable society. Women feel the need to shave from head to toe, and although this product is a razor, it’s promoting choice and control. Advertising that you as a woman have control over what you chose to shave and not shave.

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This logo and its slogan stood out to me as particularly good design to me. The subtlety in the logo, with its hidden arrow gives you an idea of what the company does (transport) without distracting too much. The slogan is simple, universal and easy to understand. The type is clear, simple but distinctive. This mixed with their colour palette makes Fedex a easily recognisable company.

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Instantly recognisable, repeatable and memorable logo. The abbreviation is almost more commonly used than the full name which shows it has clearly been successful in establishing a recognisable brand. The brands voice has always been witty and down to earth with some creative advertising campaigns (short and clever copy combined with equally clever yet simple imagery).

The slogan ‘das auto’ is a nod to their German heritage and translated it means ‘the car’ which ties in with their witty advertising voice. ‘The car’ is almost saying it’s the the best of the best and insinuations that there is no other smart choice of car.

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Matalan's tagline, I think, is an example of good branding. it gives the impression that you purchase their items you will be ready for whatever life throws at you. you will always be equipped and prepared.

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Not the most encouraging especially if you’re not a keen flyer. Good luck gives the impression of uncertainty, more hopeful for good but then again who knows. When persuading customers to trust your airways you need to give 100% feel of safety and insure an easy flight. Hey Ho maybe luck will be on their side.

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Snap, crackle and pop! Says exactly what it does on the packet. By just giving this simple cerial characterfull fun for children with recognisable sound creates interaction with their food. I know from my own experience when I was younger I would add milk and hold the bowl up to hear the ……  Snap Crackle and Pop .

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This slogan by sunglass shack is an example of bad brand language. It implies sexual connotations that is probably inappropriate to many consumers. It is obviously meant to be humorous however I feel in the context of a high street or branding it is highly inappropriate and unprofessional.

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'That was easy", I feel as this slogan by staples is an example of good brand language. It adds to the viewers opinion of staples as a quick and easy shop where you can find anything you need. The company wants to hold itself as possibly light hearted and calm to the consumer making it feel like an enjoyable easy shopping experience. The words itself are also very memorable (as well as the distinct logo) - which all links to what they are selling in the stationary/DIY department.

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'its not for girls' is an example of bad branding at its finest. it is blatantly sexist and essentially cuts its buyer demographic in half by excluding women. it makes no sense in terms of the product - how is chocolate being considered as 'manly'? it screams toxic masculinity and was probably marketed by a fat, middle aged man.

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Thrasher magazine is held with high esteem within the skateboarding community. The Brand mark itself is on fire giving it a dangerous appeal. Fire is not to be played with but risk takers like skateboards are, that why the to me is good brand language.

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This is an American company. When I was last in America, this slogan stuck in my mind after hearing it in an advert. It's short, witty, simple and also efficient. The tagline tells you quickly what you need to know, its for shaving and its cheap.

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Although the name 'Pinto' in English has no other meaning. Ford was stumped to find out that their advertisement for their new car in Brazil meant something different.
In Brazil, Pinto is a popular slang term translated to ' Tiny Male Genitals '. As expected popularity in Brazil was very low due to people not wanting to be associated with being 'Pinto'.

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This advert, in particular, isn't the reason I find fairly liquid bad branding, more so their long-lasting mascot of the fairy baby. This baby has never sat well with me, and I honestly believe people don't connect softer hands when buying it. (it's not the reason) "it's secondarily important", that being said, something has not been working as they have now started to move away from this awful baby. "Well done, fairy liquid."  I don't need this baby to be on a washing up liquid bottle

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Reebok
‘Cheat on your girlfriend, not on your workout’

Whilst not the brand’s tagline, this slogan used briefly in an advertising campaign by Reebok in 2012 before being pulled. The obvious misogyny of this slogan completely missed the mark and whatever attempt at humour the brand was going for completely backfired for them.

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Headspace
‘Treat your head right’, ‘Be kind to your mind’, ‘Meditation made simple’

Headspace has a collection of short taglines that perfectly articulate the brand’s messaging with a simplicity which carries a friendly tone of voice. They are brief, memorable, and most importantly personable showing that the brand is all about you. This is complemented by their muted colour palette and clean vector shapes giving the brand a calm and inviting feel.

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I believe North face has consistently demonstrated great branding, and this advert is a prime example. The slogan "never stop exploring" immediately focuses on their belief that clothing should never be the reason to stop exploring - indicating that North face products will ensure such a desire. their tone of voice is clear and consistent and always prompts "a feeling"

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The tagline "Be kind to your mind" demonstrates the brands values of mindfulness and their focus on the improvement of people's mental wellbeing. The fact that the tagline rhymes makes it sound catchy and cheerful, and the slightly playful text and visuals makes the brand seem more approachable. The language used on their website is friendly and supportive, creating a calm and relaxing approach to mental health support, which can often seem intimidating and stressful.

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This terrible advert by Procter and Gamble encouraging mothers to "get back to the job that really matters" is blatantly sexist and reinforces the idea that it is a woman's job to clean. The language used also seems to suggest that any other job that a mother may have is not the kind of job that "really matters" whereas cleaning up after children at home and conforming to outdated gender stereotypes does.

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This Du Pont Cellophane advert has clearly missed the mark by celebrating their product through the encouragement of putting a baby in a plastic bag. Not only is this unsafe due to promoting suffocating the child but an advert about putting food in cellophane to keep it fresh for longer and using a baby doesn't add up to what the brands use is about.

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Volkswagen's "Think small" is counted as gold campaigning. Simply this advert honestly shows what Volkswagen is all about paired with the clever addition of a minimised picture of it. Metaphorically telling us its slogan. Volkswagen managed to make their car "as American as apple pie" with this ads influence of changing the US publics perception on car size from wanting the big stylish cars to small Internationally made car. This ad shows what simply being honest to the viewer can do.

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The tagline “Life’s Good” from LG is an example for bad brand language. It’s a non-specific, general statement which can be used for nearly every product. The tagline doesn’t clarify for what the brand stands for. You won’t associate the tagline with electronic products. The brand probably wanted to play with the letters L and G from the logo which did not turn out suitable.

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This famous german chocolate company Rittersport use the slogan “Quadratisch. Praktisch. Gut” since 45 years. In English it’s translated into “Quality in a Square”. Canada and USA use the slogan “Quality. Chocolate. Squared”. From my point of view, Rittersport presents a successful slogan. It is reduced to a minimum and uses memorable words. Through advertising, the 3 words will not be forgotten in a hurry. In addition, the slogan supports the fact that Rittersport is the only square chocolate. It alone is enough to recognise the specialty of the chocolate.

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Brand: Poundland

Tag Line: Simple prices. Always Amazing Value.

Poundland is an example of bad brand language. In recent years not everything has been £1 as previously advertised. This creates a confusing message for consumers and also weakens their trust in the brand due to the fact that the name doesn’t reflect what’s in the store. The company had to change its tag line from “Everything’s £1” to “Simple Prices. Always amazing value”. It may still be that they sell things of amazing value but from being known for everything being £1, to it costing more than that creates an unreliable brand. It is no longer a pound shop. It no longer fulfils what is advertises itself to be. It creates confusion for the customer.

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Reebok's 2012 short-lived campaign included the tagline 'Cheat on your girlfriend, not on your workout', which didn't go down well with the public for obvious reasons. It is blatantly disrespectful to women and demonstrates poor values from the brand, which puts off consumers and caused many people to boycott the brand. It has no wit or joke to it, which are important aspects of tongue-in-cheek taglines.

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I really like Glossier's slogan 'Skin first. Makeup second.' which emphasises the importance of skincare over makeup aesthetics, despite being predominantly a makeup brand. It tells consumers that they are aware of the damage makeup can do to your skin, whilst also promoting its own skincare products. Their whole brand is about empowering people, and promotes using makeup as an art form to improve your confidence rather than changing who you are.

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Brand: Tesco

Tag Line: Every Little Helps

Tesco is an example of good brand language. From the distinctive logo, using the colour red and blue which is also used through  out the store and other aspects of the brand to the slogan “Every little helps”, a memorable brand is made.  The tag line “Every little helps” reinforces the idea that this is an  affordable brand and that they care about getting the most you can for your money, even the smallest difference is substantial in the long run. The tag line also has context, with “Every little helps” being something that is rooted in folk wisdom and past down through generations according to Creative Review. It’s virtually impossible to misunderstand!

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A twitter campaign from Burger King was very controversial this year due to their outrageous series of tweets.

The first tweet reads, and I quote, 'women belong in the kitchen' making use of old sexist stereotypes- with the second follow-up tweet being the drive behind the first tweet, which was to increase the amount of women in culinary careers and colleges by funding them through a new scholarship program. This resulted in mass condemnation across media and a retracted statement from the company.

The cherry on the cake? This was posted on international women's day.

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This uses simple language to split the name of the brand into three separate parts: tri, va, go. This makes it easier to remember.

The main focus of course, is the slogan 'Hotel? Trivago.' this is a simple question-answer slogan which has become more popular than the brand itself- sometimes when people ask a one word question it can be responded to with 'Trivago' making it humorous and elevating it to something even more well known than the advertisement itself and the phrase can be traced back to this slogan.

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I believe Inch's Cider shows good brand language. It plays on the fact an inch is small which ads a comical aspect. The tagline combined with the illustrations make the brand appear organic, perhaps a more local option given the fact it states that it uses '100% British apples'.

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I initially selected this advertisement to be my good one, but I realised that this billboard is a play on it's slogan 'probably the best beer in the world' - it doesn't scream excitement other than the fact you can try the product for free - but does this add to the fact that they are carelessly giving away their product? They assume the taster will like it enough to pay for it, but is this wrong - why pay when you can have it for free on the street? It also has issues around alcoholism & underage drinking (however I don't know if it was monitored)

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Just surpised, that I even found this example. They get the message across that their soap is efficient, gets rid of tough stains and will do the job, but targeting it for murderers? The ad leaves no room for imagination either, literally having a murdered body with a knife in his chest in the background. It creates shock and is memorable but this ad definitely crossed a line. If I were a parent and my children were to see the ad, I'd be pretty damn pissed.

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Porche's tagline is a clear and strong message towards its audience, stating that there's simply no better car in a world than a Porsche. It's a strong statement to make. But taking into consideration Porches reliability, design, power and history of being one of the most iconic automotive manufacturers. The message is believable and feels genuine. If you would use the same tagline for a new Chinese electric car Nio for example the message wouldn't feel that realistic.

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Bing's logo is plain and boring. It doesn't leave you with a lasting impression. They have 2 taglines which are: "Bing is for doing" and "Bing and decide". Doing what? Deciding on what? Bing is also an acronym for Because It's Not Google, which is just very unoriginal and tramples Google's name, which makes Bing sound very unprofessional. I personally have never used Bing and probably never will.

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The Carlsberg slogan “probably the best beer in the world” just makes people roll their eyes and comment on how it actually tastes closer to canal water, which is far from the best beer in the entire world which they’re claiming. Some people may see it as funny and harmless, but others may see it as Carlsberg feeling a bit too confident on how good their beer actually is.

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Imax uses the slogan “films to the fullest”, which perfectly represents them as IMAX films are bigger and take up more of the screen, so the phrase works well metaphorically as well as literally.  Also, the alliteration with ‘films’ and ‘fullest’ makes the slogan quite catchy and easy to remember.

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Dr Pepper back in 2011 launched a new marketing campaign for their new drink 'Dr Pepper Ten' and their tagline was "it's not for women" It was advertised as a low-calorie drink that they were trying to encourage more men to drink as it was mostly women buying the Diet drinks. I think this tagline and selling point is bad as it cuts off half their customers already by simply saying, it's not for women. It also shows a sexist side to the company putting people of buying any of their products.

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Red Bull have always had a great tagline '"gives you wings" I think this works and is very relevant for what they do as more than just a drink. Red Bull  support and sponsor hundreds of athletes across all extreme sports. Their catch phrase inspires athletes and is short and easy to remember.

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Victoria Secrets 'The Perfect Body' campaign prompted widespread backlash as the brand sent out this damaging message creating unrealistic beauty standards. It fails to celebrate the diversity of women's bodies by choosing to call only one body type 'perfect' therefore becoming offensive to many of the brands audience. It was then changed to 'A Body for Every Body' but still used the same image showing a lack of inclusiveness making the words meaningly.

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Snack Factory’s Pretzel Crisps ad was intended to join the bandwagon of easy healthy snacks, for beach body-ready people, or those who wanted to do so. But the glaring error the campaign makes is being horribly insensitive towards mental health, body dysmorphia issues, and body stereotypes and pressure of people. The slogan “you can never be too thin”, has a dangerous double meaning. It was meant as a descriptor of the product, showing the light healthy alternative snack. However the other meaning, the one most people would see, is pushing for losing weight for insinuating that you will never be ‘skinny’ enough. This again leads to huge mental health issues and crushes self-esteem. This was a dangerous mistake.

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Kellogg's has a distinct logo that many people would recognize right away. It's simple and pleasing to look at. They were the first company to enter readymade cereal breakfast segment. Their tagline is positive and imperative - "Let's Make Today Great". It commands action towards being more optimistic. I feel like this is a good example of a good logo and tagline.

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The ‘Share A Coke’ advert from Coca-Cola was a huge hit, it made the massively successful and overwhelmingly huge company feel personable and relatable. It brought the product into conversations about who’s name you had on your drink, a fun and new way of engaging the customers while encouraging sales of the product. The concept shows that Coca-Cola cares about their customers and want them to feel like part of a ‘cola family’. The inclusion of variations of relatives from different cultures and languages is another point in Coca-Cola’s favour, illustrating inclusively and openness for diversity.

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As old as this is, the audience at this time for the advertisement were children. The tagline for this advertisement has given the majority of consumers the wrong impression. As well as this, the illustration made does not help within this idea of it hinting at being just a game.

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Coca Cola's brand and tagline has a consistency in it's simple design and colour palette. The image doesn't hold too much information and detail to keep it simple to understand to their audience. The tagline "open happiness" is in a smooth and ordinary typeface to continue the simplicity in the advertisement. Majority of the consumers who know of the brand, make a connection between the product being very bubbly and sweet and having that connection to "happiness". The simple attitude of it being an instruction but being told softly to the audience to do it

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In complete contrast, I went for a company and their slogan which shows bad brand language and dishonesty. The slogan itself “the low fares airline”, a descriptive phrase, is trying to show its service and the brand’s promise. Although the public is aware of the low costing tickets Ryanair provides, we as the audience know why they are cheaper than others, and issues surrounding environmental concerns and avoiding fuel consumption flying.

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A famous contender in the heart of British people, everyone loves a Tesco trip. The supermarket chain I feel has a very effective and well-known brand language, especially in their tagline. This tagline is instantly recognizable, “every little helps” has a powerful community feeling, like a proverb it’s short and states facts and honesty. As shown during the Covid pandemic, Tesco was supportive in the community, especially when it came to keeping things safe and being there for the vulnerable, which I feel Tesco strides for as a brand.

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With one of the most successful campaigns in history, Absolut vodka nailed their approach to standing out with their ‘Absolut’ memorable and witty campaign.

Running over 25 years with over 1500 images, the iconic brand name and bottle shape was used as a USP. Linking the ‘Absolut’ name to images with special connections, such as Christmas Eve, The World Cup and 10 Downing Street, London. Their connection with people globally worked well, and when people feel connected to a brand, they’re happier to purchase from you.

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Levis have created a great tagline looking at how they’re more than just jeans, its an experience. They hold memories. The tagline originated from interviews with customers, one lady said “You wear other jeans. You live in Levis”. This shows the wholesome, authentic feel of the brand and the rigidity, long-lasting connotations it holds. They are shown as ‘Jeans for life’, trusted and reliable.

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An extremely controversial approach to brand language due to its sexual connotations in regard to oral sex. Personally, I understand that the purpose of this controversial approach of advertisement was to shock, cause backlash and get people talking. Although this ad went too far lacking any type of class, and just comes across as incredibly offensive. Purely degrading women it has lost them as consumers, the risk for reward here was too much.

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“It's not for girls!” and “Not available in pink” obviously it goes without saying why these are terrible slogans in today's world, not only for being completely sexist but completely discouraging a significant portion of your potential market, everyone loves chocolate, not just men. It was later banned and replaced with “Man fuel for man stuff” which is an improvement but not by much.

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“You're not you when you're hungry” is not only an instantly recognizable slogan but shows brand truth being something we can all relate to. Many people tend to be aggressive when they are extremely hunger, with a slogan like this it makes it out like a snicker is the answer to your problem, having it associated with huger like this would make people associate hunger with snickers therefore would result in snickers being your first choice.

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Gourmet Burger Kitchen ad that mocks vegetarians with taglines such as “Vegetarians, resistance is futile”, and “You’ll always remember when you gave up being a vegetarian”. Using an attack as a slogan is a risky way of attracting customers as it will always isolate a group of people (However for marmite it is successful). It caused a social media outcry with #gourmetmurderkitchen circulating until the ad was removed.

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The longevity of this campaign illuminates its success. The short but catchy slogan came  from a customer which is why it feels authentic and truthful. Moreover the fact that the pronoun is 'I' it make people feel like they are choosing for themselves rather than being told 'you're lovin' it'.

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I think this tagline is good because it is short and catchy and it gives an insight in to the brand in a more abstract way. It plays on the idea of quick sanitisation while still remaining fun and a bit silly. This particularly comes across in the tv adverts as it is all singing and the demonstrates the rhythm.

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I think while this has good intentions, it completely misses the mark and over simplifies a complicated issues to the point of almost making fun of it. I feel like it is just encouraging bullying and fat-shaming while not properly understand the many things that might go in to someone being overweight.

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The brand Gillette has had a stand-out tagline for about thirty years now, “Gillette, the best a man can get”. This tagline worked well for the brand as it not only flows well of the tongue using a small rhyme and monosyllabic words to do so. Additionally, the idea of “the best” would appeal to the audience as the brand wanted its customers to strive for the best in everything, and they advertised that Gillette is the best a man can get. However, a slight change to their tagline in 2019 caused a huge upraugh and caused them to lose customers. Although the tagline came with a video which may have been mostly to blame, the minor language change to the tagline did not help. Changing the gender from singular to plural no longer identifies the customer as an individual (for the product this does not help however the movement may be different) and the change from “get” to “be” I think was less detrimental to the brand however removed the punchy element of the tagline and thus the language became softer and less masculine.

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I think the language used by dollar shave club in both their taglines and on their website are examples of on brand language. The first tagline seen on their packaging, “shave time, shave money”, this adds humour to the brand image which is in line with the brand image portrayed through their imagery and their adverts. The other tagline as seen in the, a bit about the club section, “F*cking great blades” is also humours whilst showing how the brand is no nonsense and adult. The profanity further portrays the brand is for adults and is seen as non-offensive, because young children have no need to look at a shaving website. Furthermore, the language used on the website itself is very personal with multiple uses of personal pronouns such as, “you” and “we”, further demonstrating how the brand is a personalised service.

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This is the worst choice of language imaginable for a tagline, 'its not for girls' is sexist and promotes 'lad' culture. I dislike this ad, it feels exclusionary when in reality Yorkie is just a chocolate bar. As a consumer I can't understand how this slipped through the net, there is no connection between chocolate and girls and the colour pink. This is unsuitable for an audience nowadays as it is completely politically incorrect.

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This is a perfect example of a catchy tagline. "when'sa your Dolmio day" plays on italian heritage and the nature of home made, making it seem like italians themselves make it in italy and it is shipped over. It even calls itself 'the Italian favourite' on their website. This tagline uses dolmio in it so there is a link between the brand and the tagline. It is short, snappy and a classic. It is memorable and catchy, when I think Dolmio sauce, I think of this tagline.

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I personally dislike Human’s Tagline ‘Be more Human’. First, it’s very generative and not recognisable. Second, it could be used on any other brand. I could read this tagline on a skincare  campaign and think it’ suitable – which makes it a bad tagline for Reebok. The originality that makes it suitable ONLY for Reebok unfortunately isn’t there. It’s not very comprehensive. I don’t get the connection between the tagline and the brand.

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Last summer GORILLAS launched in German and I started seeing their Ads everywhere. I think the Tagline – ‘Fasther Than You – is great! It’s short and smart. It directly expresses what the brand offers and creates curiosity big enough to attract new consumers. Also, it’s very objective which makes it timeless. The general tone of voice of the brand is very bold , direct and light-hearted. The headlines play games with modern-day-language like ‘2020 in a nutshell’, which is a very famous meme. It also makes you think: I had to read ’10/10 in 10’ twice and found it a very smart word play. The very direct communication of what this brand offers makes it super easy to quickly understand what the ad is about.