"What's in a name?" wrote a guy who once lived in London. Today, he'd ask, What's in a brand? The city is about to debut new branding as part of a tourism campaign for London Bridge. In advance of the unveiling, we turned their project into a lesson in sloganeering: First we asked readers to come up with taglines for the bridge*, and then three experts each picked a winner.
Bridging the World
"It's the only offering that connects the bridge to what lies beyond London. Place branding should always encourage making a personal connection."
"This is about building on assets--staying true to core values while adapting to a changing marketplace. 'Bridging History' neatly links the area's rich local history to its dynamic global future."
"You want a brand to leverage what consumers know about a city or a product. This fits the song about London Bridge, and it sounds even better this way!"
*and here they are!
Scott Smith: “It's not falling down”
Troy Tarpley: “Ocean Crossing Bridge”
James Braendel: "London Bridge: 200 years of not falling down or London Bridge: Cross with confidence or London Bridge: They got it wrong”
Charles Smith: “London Bridge, Bank On It or London Bridge: Thames Skipper or London Bridge, No Abutments About It or London Bridge, The Original Pier to Peer Network.”
Sarah O'Leary Pass: “It will not fold”
Angela Rimmer: “London Bridge: Old meets new or Connecting Monument and The Shard”
[Illustration by Jerod Gibson]