Here’s yet another example of squandered branding/positioning on the part of a global brand. Rotary Clubs International, like other international benevolent organizations, does a lot of good work. Unfortunately, that good work doesn’t extend to their own brand. I just came back from Canada, where I saw a commercial for Rotary Clubs (of Canada, I assume), which carried a very nice tagline:
Humanity In Motion.
It made me think for a split second, which is what you hope a tagline will do. And it is nicely tied to the name of the organization.
So, WHY do I not see this tagline on their website, or anywhere else I look? Why hasn’t the international organization embraced it?
Of course, these organizations, being not just vast, but global, are extremely political, and no doubt the barrier to using this tagline ubiquitously lies in the political quagmire.
This was certainly the case with Lions Clubs International, for whom I wrote a tagline a dozen or more years ago:
For All The World To See
(In case you didn’t know, and most people still don’t, Lions Clubs’ cause celebre is blindness—helping those who are blind, research into solving it, etc.)
To the best of my knowledge, this tagline survived for one short-lived TV and print campaign, and then was tossed unceremoniously on the tagheap, for who knows what reason. Probably because this organization had precious little marketing will, not enough to sustain an effort beyond its debut.
In both cases, what a waste.
I think I’m going to launch an advocacy group for language sustainability, supporting efforts to keep good language in good use, rather than winding up in some languagefill outside town.