As embarrassed as I am to admit, it took several days for Tag Strategies’ tagline: “You’re it” to click. Yes, even after I was offered the internship. One day in the office I was looking at a Tag Strategies notepad and went, “OHHHH, now I get it.” Coming from someone who loves puns, I was highly disappointed in myself.
Hi, world. I’m Francesca Carey! For the fall 2014 semester this junior Temple University advertising major has been given the opportunity to spend her second internship at Tag Strategies as an Account Services intern. In other words, I’ve been tagged and this semester I’m it!
If the clever tagline behind Philadelphia branding agency, Tag Strategies is taking a bit to click, I’ve been there and I’m here to help. Remember one of the most common games we all used to play as kids? The one you could play with even two people? Regardless of how many players there were, we were all running away from the person that was tagged, and dubbed “it,” for the fact that we didn’t want to be them. There’s something I’ve found about the game of tag. The concept of the game remains the same, but now that I’ve reached adulthood the meaning of the game has changed. We have President of Tag Strategies, Michelle Taglialatela (whose last name I just spelled on my own–for the win), her versatile last name and creative genius to thank for this. Tag Strategies gives us the feeling of nostalgia just in its name, and has turned being “it” into a positive experience for its clients.
You may be wondering what’s so good about being “it” nowadays. For brands, being “it” means being the one to stand out in a sea of similar brands because what you have to offer is different. If a brand doesn’t know what it stands for then it becomes difficult for consumers to buy into its product or service. That’s where agencies like Tag Strategies come in. Tag Strategies is an agency that identifies what will make a brand “it,” and then creates the positioning that will appeal to the brand’s intended audiences.
A brand that I’ve always loved, and think has succeeded in showing the world (yes, the world) how the company and its product is “it,” is none other than Coca-Cola. I was a Coca-Cola bottle for Halloween last week, so I think you can see where my loyalty lies. (You can thank me later for the free advertising, Coke.) Maybe it’s because I’m a sucker for anything considered a classic, but Coca-Cola’s advertising hits the bottle on the cap every time. The thing about being “it,” and how Coke specifically shows how it can be placed in this category, is its ability to make a carbonated beverage into so much more. Through advertising, Coca-Cola has provoked discussion about more subjects than its product.
My personal favorite representations of the brand are Coca-Cola’s polar bear advertisements that have been in previous campaigns. In case you’ve never had the pleasure of seeing one of these advertisements, here’s a link. Cute, right? Well in January, 2013 Coca-Cola started to raise awareness about conservation of the Arctic home of the polar bears, which was melting due to climate change.
After producing an augmented reality experience with the Science Museum in London, Coke brought the issue to light and urged people to educate themselves on the issue and donate. The audience was shown a real life example of how the polar bears and their home were being affected by global warming. Let’s remember, this was all done by a company whose main product is a beverage.
Now, we have Coca-Cola’s ever-so-popular “Share a Coke” campaign that has placed 250 of the most common names on their label, giving consumers the opportunity to interact with the product and share their experience with someone else. Like all souvenir shops, my name is not common enough to be on one of Coca-Cola’s packages, but I’ve learned to get over it, and I don’t like the brand any less as a result.
Coca-Cola is a perfect example of being “it” by offering new ideas and experiences that reinforce their difference. I don’t know about you, but I think it’s amazing how many meaningful messages a product as simple as a carbonated beverage can create with a sound brand strategy. This is what Tag Strategies does, and aims to do for brands, to make them “it.”
Most businesses have a mission statement for their clients, but some businesses, like Tag Strategies, also have mission statements for their employees. Aside from learning about the responsibilities of account services, the marketing materials, the processes and effort to obtain new business, I’ve learned about Tag holistically. Business Manager, Tara Nerone revealed that President, Michelle Taglialatela’s main concern for everyone at the agency is quality of life. She recognizes the importance of physical and mental health as well as leisure time. This struck me on a personal level and made me think: These are people who love what they do because they’ve found a balance. Those are the kind of people clients want. The people who will use their capability to take what a brand has to offer, and make a client “it.”