tag line

[dan johnston]

Hi Folks

I'm after some advice regarding the laws/rules/regulations regarding the use of tag lines with a company logo.

For example:

'Britians No 1..............'

'The UK's leading........'

I'm currently in the process of having my company logo designed and I would like to use a tag line but I'm unclear what is permited in terms of self praise. Any help would be much appreciated.

Thanks

Dan

[nicolaca]

Under this legislation you can't create and use an advert that:

contains a false statement of fact
conceals or leaves out important facts
promises to do something – but there is no intention of carrying it out
creates a false impression – even if everything stated in the ad may be literally true

So you and your creative team would have to be pretty sure that you could provide evidence of the No. 1 status etc.

[cjd]

and anyway those phrases have become cliches that no-one sees anymore except in a negative way. Better with something original, straighforward and descriptive.

[dan johnston]

Thanks for the advice, what about:

'The leading.........'


'The Premier .........'

Are these acceptable or simple naff

[WakingDragon]

The difference between "The UK's leading..." and "The leading..." is that the second one is global. If you can prove it then, subject to the caveats given previously, there is nothing wrong with saying them as they are good claims about the quality of your work.

I believe there is a famous advertising case study about a car that was sold as the 2nd best at something or other - it did very well because everybody thought it was cheaper than the best but probably better value overall.

But you want to avoid the "Alan Partridge" effect: Norwich radio's 3rd most popular non-peaktime DJ.

To be honest, unless you have a bloody good case to put, better to steer clear of these sort of claims altogether.

[Stationery-Direct]

I have been using "The UK's No1 Accommodation Directory" and obviously this is just my opinion, after reading your e-mails I will now be changing this.
The website is very easy to use and extremely straightforward with no bells and whistles, what do you think of the following, do they sound negative?

"The no frills Accommodation Directory"

or

"The easy to use Accommodation Directory"

or

"The user friendly Accommodation Directory"

Any ideas.

Thanks

Damon

[WakingDragon]

Hi Damon,

What is an "accommodation directory" - private house/flat rentals?

[Stationery-Direct]

Hi there

Directory of all types of Holiday Accommodation throughout the UK, eg. Hotels, B&B etc etc.

www.ukaccommodationsearch.co.uk

[WakingDragon]

ah. I think your tag line should be something that explains what it is to idiots like me ;)

i.e. Holiday homes, hotels and B&Bs across the British Isles (well words to that effect)

[SillyJokes]

agreed, accomodation on it's own sounds like housing not holiday lets.

[Pebble Communications]

No frills sounds like it applies to the accommodation rather than your website.

[directmarketingadvice]

The website is very easy to use and extremely straightforward with no bells and whistles,

Is that something that directory users are longing for, or is it something they expect and get as a matter of course?

I can't think of many directories I've used that were difficult, and I'm an idiot.

Steve