Take up a position.
Good straplines define your position - bad ones do nothing. A good strapline permanently anchors your brand in the collective consciousness of your target group. It adds to brand value, and ideally
it ensures that your message is one that people like to quote in everyday situations.
But straplines can seldom be translated literally. So in each new language there has to be a Transcreation® that fits the original positioning.
ENDMARK strapline study.
The "Come in and find out" study series by ENDMARK proves a vital point: straplines are at their most emotional, and therefore most effective, when they are in the consumer's native language.