Home' Independence : Independence Vol 43 No 1 May 2018 Contents 64 INDEPENDENCE VOL 43 NO 1 MAY 2018
On the other hand, some longer
straplines are more memorable and
unique. When Scarlett O' Hara said
to Rhett Butler in Gone with the Wind,
"Rhett, if you go, where shall I go, what
shall I do?" he could have said, "I don't
care." But he did not. What he said was:
"Frankly, my dear, I don't give a damn."
This and others like it are more
memorable because you can image
someone saying it. It is dialogue,
not ad copy. Often referred to as a
Take care to test how your slogan
translates – as the cautionary tales
below tell us that even the major
brands get this wrong. Two of the more
memorable, for all the wrong reasons,
· KFC entered the Chinese market in
1987 proudly stating that “We’ll eat
your fingers off” – a slightly more
aggressive version of its classic
“Finger lickin’ good” slogan
· Swedish vacuum-cleaner brand
Electrolux was unaware that sucking
is not always a good thing when it
targeted US consumers with the line
“Nothing sucks like an Electrolux”.
Pre-testing with staff, parents and
students in your school is wise. If we
are to proclaim the value of traditional
branding in schools the very least we
as a marketing community can do
is project authenticity, through both
imagery and slogans.
Example use of slogans and
In late 2017, we visited international
school home pages, and downloaded
prospectuses to check their covers. Table
1 exhibits a random sample of fifty
taglines, or more accurately slogans,
from international schools around the
world. Regions reviewed were Africa,
five schools; Asia, fifteen schools; and
Europe, the Middle East and South
America, ten schools from each.
In general, “community” is cited the
most by reviewed international schools,
followed by “education”, “learning” and
‘world’ as illustrated in the word cloud
Six out of 50 reviewed schools included
year of establishment or number
of years established to reflect its
longstanding history. For example:
· Inspiring excellence, building
character – since 1912
· 150 years of quality education.
· In a comparison of each of the regions,
four of the fifteen Asian schools
quoted “today” and/ or “tomorrow”
in their tagline to create a sense
of transformation after joining the
schools. For instance:
· Remembering yesterday, embracing
today, inspiring tomorrow
· Today's learners, tomorrow's leaders.
For selected international schools
situated in the Middle East, the word
“learning” or “learn” is included by four
out of ten schools in taglines.
For South America, “community”,
“world” and “learning” stood out.
While it is hard to measure the ultimate
value and impact of straplines or
slogans, there is increasing use of them
in international schools and, indeed,
schools in Australia. Many marketing
and advertising agencies make lurid
claims about the value-adding magic
of a strapline – typically one that they
created for a client. I would view these
claims with some caution. However,
straplines that are memorable and evoke
association with your school provide two
metrics useful to evaluate your strapline
relative to others you compete with, and
may provide a marketing advantage.
Dr Stephen Holmes is Principal and Founder
of The 5Rs Partnership based in Singapore.
Stephen consults globally with schools and
offers a unique ‘helicopter’ commentary of
international schools outside of Australia
as well as providing ongoing support and
advice to Australian schools. For more
information: www.5rspartnership.com and
I have been teaching the Seven Steps for over
a year and my students now love to write. Each
week is a shared adventure in developing skills
and fostering delight in writing. – Robyn,Teacher
Engage your students and
rapidly improve writing data
Workshops filling fast.
venstepswriting.com ph: 03 9521 84
Decorate, assemble, fly!
Mobile: 0415 888 484
• Wind Socks
INDEPENDENCE OPENS A UNIQUE WINDOW ONTO
THE OPERATIONS OF INDEPENDENT SCHOOLS AND
AUTONOMOUS SCHOOL LEADERSHIP IN AUSTRALIA.
Independence is now produced in both hard copy and
digital format. The store of wisdom in issues back to
2006 can be easily searched through our digital portal.
Look for the link on AHISA’s website at
COLLEGIAL SUPPORT FOR EXCELLENCE IN SCHOOL LEADERSHIP
Links Archive Independence Vol 42 No 2 October 2017 Literature Review Navigation Previous Page Next Page