Three (period-separated) word taglines are everywhere. Are they making a comeback? Gaining popularity? Or have they just been a far-too-prevalent (and boring) staple for years?

Here are a few examples:

Wisdom. Power. Change.

Young. Professional. Connected.

People. Planet. Profits.

Live. Learn. Cure.

 This one doesn’t exactly fit the criteria, but I’d say it can be grouped in: Give. Gift. Feel Good.

This great 2010 post from Tate Linden targeted specifically to nonprofits, makes many excellent arguments against the three word tagline. If you are considering such a tagline, please read Tate’s article first!

It seems as if three word taglines are in a further downward spiral. Look at the ‘People. Planet. Profits.’ example, used by countless organizations and individuals. Nouns? With adjectives, we know what you’re saying (whether we buy it or not). Verbs tell us what you’re doing (though they can get confusing – are you telling us what to do, or what you’re doing?). But when an organization starts using nouns, it is just too lazy. A tagline is an opportunity to communicate your brand – not have your audience try to figure it out for you!

Marlene Oliveira

Marlene Oliveira

Copywriter and communications consultant at moflow
Marlene Oliveira is a copywriter and communications consultant at moflow and founder of the Nonprofit MarCommunity. Marlene specializes in working with nonprofit clients and has worked in the sector since 1999. Marlene’s approach is to work with clients and community members, tapping into the knowledge and wisdom they already possess, to help the communications ‘flow’.
Marlene Oliveira
Marlene Oliveira