One of the most difficult jobs I could ever have would be Director of Taglines. It is a recurring nightmare of mine to be sitting in my office (on deadline of course) still having to come up with "a short, dramatic series of words or sentences that summarize a brand or product’s emotional and functional benefits to the marketplace."* The nightmare part being that if I do happen to stumble upon the right combination of words to convey the emotional and functional benefits of anything, it is completely by mistake, unplanned or spontaneously provoked. It does not evolve in an office or in front of a computer or anywhere observant of the Julian Calendar. Hence a little discomfort this week as I approached wrapping up a few things on the to do list and still looming was:
- create tagline for Rollerstar
Easy. No problem. Aside from the fact that said tagline was needed pronto, I was not sweating it out... yet. I knew this mysterious series of words was floating around somewhere, waiting to meet me. So it worked out perfectly that as I was driving west down Slauson after rehearsal today, there were three words staring right at me that perfectly described Rollerstar's "emotional and functional benefits to the marketplace"*:
Soul on wheels.
I love crossing items off my list!
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