Tag lines and slogans can be an overlooked, and sometimes derided, sibling of more conventional master brand trade marks. Critics will say that they often lack originality and distinctiveness, and simply convey positive (laudatory) messages. However, they can also play an important role in supporting the main brand, and conveying messages about the brand's values, features and associations. They can also be hugely valuable.
While often challenging to protect, many consumers will immediately recognise tag lines that initially seemed generic. We will look at what made tag lines like 'Have a Break, Have a KitKat', 'there's an app for that' and 'The Future's Bright, the Future's Orange' stand out, and how brands and their agencies can own exclusive rights to such phrases.
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