I love the Santana song that carries that name.
What I don’t love is when a company is so undisciplined that it chooses to attempt to be everybody’s everything.
Take Global Medical Products, for instance. They proudly display their tagline:
Clinically Driven. Patient-focused. Value-based.
In addition to being FAR too wide a swath to stick their flag into, this particular group of three claims suffers from the “pick two” syndrome. While I’m sure they’d like to achieve all three of these objectives, and who in their business wouldn’t, there is a tension between these three that calls the whole proposition into question. Call me skeptical, but I’d be impressed if even two of these attributes was true.
Do I even need to point out that this is a classic example of a tagline with the “arrows” pointed at the company rather than the customer? Sometimes you can get away with this me-centric orientation, but only if the way you characterize your own attributes is interesting, different, engaging, entertaining, surprising. This tagline is none of those things. Meanwhile, you leave it to the prospective customer to do all the work of translating your attributes into some possible benefit for them. That’s usually too much to ask. Smart brands do that work, connecting the dots so the customer doesn’t have to.
Oh, and did I mention how boring this tagline is. I have to imagine that their business, and their brand, have the potential to be a whole lot more compelling than that dry line.