Pay-off
Also called: baseline, slogan, tagline, strapline or slogan
A pay-off is a short slogan or slogan often used after a company name or brand name is mentioned, or at the end of an advertising message. When a company uses a pay-off, it usually serves to reinforce its identity and brand awareness, just like a logo, for example.
Examples of well-known pay-offs
- 'Gives you wings'
- 'Just calling Apeldoorn,
- 'Because I'm worth it'
- 'Washes a mountain, costs a little'.
- 'Crystal clear'
- 'Always surprising, always advantageous'
Power of repetition
Repetition is a powerful tool in reinforcing a payoff. When a payoff is repeated consistently in different marketing communications, it sticks better with the audience. Consider the iconic slogans mentioned above that are instantly recognizable due to their repeated use. This reinforces brand identity and creates recognition among the target audience. By repeating the payoff consistently, it becomes a permanent part of the brand experience, keeping the brand top-of-mind with consumers.
By the way, the term "payoff" is a term used only in continental Europe. In America, one speaks of a "tagline" and in England of a "strapline.
