--- title: Do B2B Organizations Need Taglines? description: In b2b marketing, it’s becoming less common for an organization to use taglines for their branding. Here's why your b2b company may not need a tagline. image: https://blog.thinkdm2.com/hubfs/Blog_Images/shutterstock_520811992.jpg --- [![thinkdm2](https://blog.thinkdm2.com/hubfs/Thinkdm2_Sept2016-Images/thinkdm2-logo2x.png "thinkdm2-logo2x")](https://thinkdm2.com/) - [Work](https://thinkdm2.com/work/) - Services - [Brand Development](https://thinkdm2.com/services/brand-development/) - [Digital Marketing](https://thinkdm2.com/services/digital-marketing/) - [Web Development](https://thinkdm2.com/services/web-development/) - [Design Services](https://thinkdm2.com/services/design-services/) - Industries - [Technology](https://thinkdm2.com/industries/technology//) - [Professional Services](https://thinkdm2.com/industries/professional-services/) - [About](https://thinkdm2.com/about/) - [Blog](https://blog.thinkdm2.com) - [Contact](https://thinkdm2.com/contact/) [Branding](https://blog.thinkdm2.com/topic/branding) # Do B2B Organizations Need Taglines? By [Philip Berardo](https://blog.thinkdm2.com/author/philip-berardo) Facebook Twitter LinkedIn   ![machine with text that displays build your brand](https://blog.thinkdm2.com/hs-fs/hubfs/Blog_Images/shutterstock_520811992.jpg?width=800&name=shutterstock_520811992.jpg) image credit: Mohd KhairilX/shutterstock.com In b2b marketing, it’s becoming less common for an organization to use taglines for their branding. Several technology companies, such as BMC, Cisco, and Microsoft, have **[ditched the tagline philosophy](http://www.christopherakoch.com/brand-management-tagline-b2b/)** altogether. With these big name brands at to the top without them, new marketing tactics have emerged to effectively replace taglines. Is your company looking for more than just a simple tagline? Here are some strategies to consider for your branding.  ##### **Establish a theme, not a tagline** Take a page out of IBM’s philosophy, **[Smarter Planet](https://www.ibm.com/smarterplanet/us/en/)**, and aim for more than just a few extra words beneath your company’s name. Instead of trying to make a catchy tagline for your business, create a themed view. How does your brand connect with a larger, real-world concept? How might your brand change a generation? Come up with ambitious ways to showcase your brand on a grander scale, instead of relying on a basic tagline.   ##### **Write headlines that draw readers in** If you are someone who only reads the headline of an article and not the copy itself, then you are about 80% of the population according to the 80/20 rule. Conversely, this also means only 20% of readers will actually *finish* an article. When it comes to **[content marketing](https://blog.thinkdm2.com/develop-your-b2b-content-marketing-strategy)**, a captivating headline is crucial to peak consumer’s interest and get them to read further. ##### **Give your company a visual personality** For someone to **[believe in your brand](https://blog.thinkdm2.com/4-tips-for-developing-your-b2b-brand-strategy-)**, you have to *show* them exactly what your brand is about. Videos, pictures, and GIF’s are tagline replacements that can have just as much, if not more, impact than using words. An Axon Media **[study](https://www.axonn.media/creative/video-in-content-marketing)** found that 7 in 10 people are more likely to view your brand in a better light after watching video content related to your company. If you want your brand to last, you’ll want to build a strong image and character to support it. Rework your old ideas and give them a fresh, new upgrade. Still looking to get the most out of your brand for your b2b organization? Thinkdm2 is dedicated to building strategies for b2b digital marketing and branding. Visit our blog for more helpful tips.  [![Explore Our Blog](https://no-cache.hubspot.com/cta/default/452414/0350c146-6ac3-4f22-829c-abdcb9b26e3e.png)](https://cta-redirect.hubspot.com/cta/redirect/452414/0350c146-6ac3-4f22-829c-abdcb9b26e3e) #### Never Miss an Insight! ### Subscribe to weekly blog updates, featuring topics such as branding, digital marketing, and web design strategies.  ### RECENT POSTS ### CATEGORIES - [B2B Marketing (83)](https://blog.thinkdm2.com/topic/b2b-marketing) - [Digital Marketing (51)](https://blog.thinkdm2.com/topic/digital-marketing) - [Branding (50)](https://blog.thinkdm2.com/topic/branding) - [Content Marketing (49)](https://blog.thinkdm2.com/topic/content-marketing) - [Website Design (35)](https://blog.thinkdm2.com/topic/website-design) #### Technology Insights Read the latest goings-on in digital, technology, and content marketing. 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