Sarah Suzuki Harvard

Taglines aren’t slogans. 
They’re eulogies.

If your brand could say one final thing before it died…
what would it be?

Ideally, it’s your tagline.

Something timeless. Something sticky.
Nike’s 𝘑𝘶𝘴𝘵 𝘋𝘰 𝘐𝘵.
Allstate’s 𝘈𝘳𝘦 𝘠𝘰𝘶 𝘪𝘯 𝘎𝘰𝘰𝘥 𝘏𝘢𝘯𝘥𝘴?

Taglines so strong, they live in our heads rent-free.

But for most brands that tagline gets hijacked by bad UX and broken trust.

Suddenly your final words aren’t poetic — they’re “𝘐𝘴 𝘵𝘩𝘪𝘴 𝘢𝘷𝘢𝘪𝘭𝘢𝘣𝘭𝘦?” or “𝘐'𝘮 𝘴𝘰𝘳𝘳𝘺, 𝘐 𝘥𝘪𝘥𝘯'𝘵 𝘲𝘶𝘪𝘵𝘦 𝘨𝘦𝘵 𝘵𝘩𝘢𝘵.”

It’s the bugs. The glitches. 
The one sentence users heard 400 times in a moment of pure rage.

That’s what sticks. That's what survives.

Your brand's legacy won’t be what you meant to say.
It’s what people remember.

So write your tagline like it’s your last words.
Then make sure your product earns the right to say it.

Now, slide through and pour one out for the brand that couldn’t deliver.

(👻 Facebook and Amazon still haunts me as we speak. McDonald's? Well, that’s just personal.)