The Metro newspaper today was wrapped in a full advertisement for Candian Tire – it was selling outdoor furniture. I noticed their tagline “For days like today” but didn’t connect with it. It works I feel on a corporate level but fails when used in conjunction with an advert selling outdoor furniture on a rainy overcast Vancouver day. I was left thinking “I don’t want to buy outdoor furniture today” which left me not wanting to shop at Canadian Tire ‘today’. Associating any negative feeling with your brand is not good, although in the end this will not probably hurt them too much (maybe I am being a picky designer and branding guy). The takeaway from this post is when creating your tagline (or any element of your brand) really consider how it will be used in ALL applications.
Posted by Matt SamyciaWood
Tags: Branding, canadian tire, tagline
