Tagline and payoff – what’s the difference, and how do you create one that stands out?

In the world of communications, there are a multitude of terms that are often used interchangeably, even though they have different origins and sometimes different applications. The short phrase that usually appears alongside a company’s logo—such as Apple’s “Think Different” or Adidas’s “Impossible is Nothing”—is sometimes called a slogan, sometimes a tagline, and occasionally a payoff or motto. But what do these words actually mean, and how are they used today?

Slogan

The word “slogan” derives from the Scottish Gaelic expression sluagh-ghairm, which roughly translates to “battle cry.” Originally used as clan mottos in the Scottish Highlands, it became popular in the English language during the 18th century and arrived in Sweden before World War II. One classic slogan from the past, for example, is “Sonora – Melodies that enchant” for the record label Sonora. Today, the word is rarely used in connection with campaigns or product launches because it seems a bit outdated. However, the word is sometimes used when various brands hold slogan contests in stores.

Tagline

The term "tagline" (or "tag line") originates from the world of film and theater and was first used to attract audiences to performances. Some examples of famous taglines include“In space, no one can hear you scream”from the late 1970s film *Alien* and “For Harry and Lloyd, every day is a no-brainer” from the film *Dumb & Dumber*. Nowadays, the word “tagline” is often used as the overarching phrase to describe a company’s core message, especially in the U.S., where it is the dominant term in advertising. A modern example is Nike with its iconic “Just do it” or McDonald’s “I’m lovin’ it.”

Slogan

A slogan is a term with strong political connotations and is often used at demonstrations or in political campaigns. The word derives from the Latin *parabola* ( speech) and early on came to be used as a political rallying cry. For example, the slogan “Fridays for Future” is directly linked to the global climate activism movement, where the message serves as a unifying and mobilizing call to action.

Motto

A motto is traditionally a kind of guiding principle, slogan, or catchphrase. Originally, knights used them on their shields, but today mottos are most commonly found in institutions or monarchies. A contemporary example is the Swedish Royal Family’s “For Sweden – in step with the times,” a phrase that conveys both tradition and modernity.

Payoff

The term “payoff” comes from the English word for “payment” or “dividend,” and has traditionally served as a pithy conclusion to an advertisement with a clear, sales-driving message (which in digital contexts is also known as a call-to-action). The payoff can be changed as the campaign’s content evolves and is thus part of the campaign concept, such as Willy’s “Oh, let’s take the weekend off!” or ICA’s good old “Eat, drink, and be merry!” But nowadays, the term is essentially used synonymously with “tagline” in Europe.

Different purposes – different taglines

Whether we call it a tagline, a payoff, or a slogan, it all comes down to the same thing: a short, memorable phrase that captures the essence of a brand or campaign. Despite its simplicity, it is often difficult and time-consuming to create.

Taglines can serve various purposes:

• Tagline: Summarizes the campaign’s message or theme. Examples include Power’s campaign “It’s electrifying” and Lidl’s “Everything else is unbearable.”
• Explanatory: This is the key to understanding and the point of the message—the part that makes it all click. Telia’s “It’s Telia” is a current example.
• Overall: Represents the brand’s identity and essence over time, not just in individual campaigns. For example, Stadium’s “Join the Movement” or NetOnNet’s “Consumer Electronics at Wholesale Prices.”
• Attributes: Highlight specific product benefits. However, these are rare in Sweden due to legislation against unsubstantiated claims. A well-known example is Yes’s original slogan, “Yes lasts longer,” which has since been changed to “Dishwashing power you can trust.”

Five characteristics of a good tagline:

1. Memorable: Sticks in your mind and can be used in everyday situations, like Nike’s “Just do it!” or L’Oréal’s “Because I’m worth it.”
2. Brand-building: Indirectly but clearly linked to the brand’s identity, such as LG’s “Life is Good” or Apple’s “Think different.”
3. Strategic: Reflects the company’s mission, purpose, or unique position in the market. Avis’s “We try harder” and Volvo’s “For life” clearly demonstrate their strategic ambitions.
4. Unique: Distinctive and stand-out, rather than generic and run-of-the-mill. A tagline like Nissan’s “Innovation that inspires” risks being too broad, while Red Bull’s “It gives you wings” and Oatly’s “Wow, no cow!” effectively stand out.
5. Simple: Not a comprehensive list of all the benefits, but a focus on what matters most. This simplicity makes it easier for the target audience to remember and relate to the message. Take, for example, the Malmö-based transportation company MX Transport and their double-entendre tagline, “We deliver.”