Communications Marketing 

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Please read the following articles about a new concept Communications Marketing from Edelman:

Communications Marketing

http://www.edelman.com/p/6-a-m/communications-marketing/

THE RISE OF COMMUNICATIONS MARKETING

http://www.edelman.com/insights/intellectual-property/the-rise-of-communications-marketing/

What’s the difference between tagline and slogan, vision and mission?

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Tagline & Slogan

Understanding the difference between a tagline and a slogan is essential to coming up with the proper choice of words for your company. Confusing the two can confuse your customers.

A tagline is  a short, powerful phrase that is associated with your company name. It represents the tone and feeling you want for your products or services. It is often part of your company graphics e.g. the logo and letterhead. It stays with you all the time. It’ll only change when you want to totally redefine your company. In many cases the tagline becomes so well known that it is instantly recognizable.

  • Example of Disneyland’s tagline: The happiest place on Earth.

A slogan is slightly different. It’s also a few words that bring your company to mind, but are intended to be less long lasting. The word slogan comes from a Scottish word meaning “battle cry.” Your slogan goes with the battle you are waging right now. That means slogans are often used only for one product, or one campaign. A slogan may change regularly according to your campaigns to advertise a specific aspect of a product or service, while a company tagline is used consistently for a company as a whole. Because slogans change often, they are usually current and modern. It gives an impression of being new and trendy. Some marketers refer to slogans as product taglines, as opposed to company taglines.

  • Example of Disneyland’s slogans from some of its campaigns:

“Where dreams come true”
“I’m going to Disneyland”
“Where the magic began”
“Happiest homecoming on Earth”

Vision & Mission

A vision statement is – Where are we headed?
This is what a company wants to achieve or become. A vision is a seeing term. Therefore a vision statement should be future-oriented. It’s an image of what a company wants to create. It’s not what a company is, it’s what it wants to become. While mission statements among similar businesses may be very similar, vision statements should be genuinely different. It should inspire and motivate decision-making.

  • Example of Disneyland’s vision statement: To make people happy.

A mission statement is – How will we get there?
This is what a company does. It is usually short (a paragraph) and easy to remember. Nevertheless, it should not be too generic that you can’t tell what sort of business its doing. Do note that businesses with similar cause may have very similar mission statements. Why is this? That’s because they essentially offer the same things (services / products).

  • Example of Disneyland’s mission statement: To be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. 

Source: http://www.quora.com/Whats-the-difference-between-a-tagline-slogan-and-mission-statement