Great idea, if you do it well, ESPECIALLY if you are boring enough to have a name that is made up of letters, rather than a word/words or a name/names.
LG’s tagline is Life’s Good. Clever way to give the name’s two random letters such a positive meaning. Especially considering that, if I understand correctly, LG originally stood for Lucky Goldstar, which was the name of their brand back when it was the off brand/house brand cheapo brand you’d find at discount electronics places and department stores. You remember that time, when Japanese brands had stopped being cheap imitations, but Korean brands still were.
You and Us. UBS. UBS, in case you didn’t know (and I didn’t until I looked into it) stands for Union Bank of Switzerland. But the brand has been simply UBS for a long time. I considered You and Us to be a timeless line that could serve them forever. But now they seem to have dumped it in favor of one of the new, trendy FLEXIBLE taglines, that can be modified infinitely to accommodate many specific messages. In their case, the formula is
Until you [blah blah blah] we will not rest. for example
Until you look to the future with quiet confidence . . . we will not rest.
This kind of tagline, from which you can generate a million headlines, is very efficient, spares the copywriter all the time and trouble of thinking of interesting headlines. The problem with the tagline is that, unless you can say something really compelling in the “Until you” part of the line, the “we will not rest” part falls a little flat.
Still, at least they stand for something, like, I guess, tenacity or perseverance on your behalf. Apparently they’ve lost interest in the partnership/collaborative/relationship with customers. Now they’re going to work obsessively and be workaholics instead. I recall, a couple decades ago, what was then Continental Bank had a campaign about their bankers being workaholics. It was done with humor. Even so, they were skewered for sanctioning the idea of workaholics. I don’t see how the UBS campaign and tagline is any different, other than the disingenuous halo of nobility and altruism that it’s wrapped in.
Now some company called CA technologies has adopted the tagline, you can. Again, this tagline is the answer to an infinite number of possible question/headlines, i.e., Can you change the game? you can.
Looking at this campaign, I’ve decided it’s just lazy. While incorporating the name into the tagline is good, neither the tagline nore the headline/questions it spawns are even slightly interesting, so what’s the point. At least the UBS campaign allows for the potential of interesting headlines setting up their tagline. Not to say they will realize that potential. But, if “Can you change the game?” is any indication, CA probably won’t be breaking a sweat coming up with truly provocative or intriguing questions.
So, what’s my point? If you can incorporate the name into the tagline, by all means, do it, BUT ONLY if you can do it in an interesting, fruitful way, NOT if leads to lazy advertising.