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Apr 15, 2013 A better tagline?



Apr 15, 2013 from Patrick

Hi everyone,

What do you think of the tagline below to use in our official email signature?

        "The ISO standard for image and etiquette"



Apr 15, 2013 from Christina

We need to be careful not to be misunderstood as competing with AICI. The tagline therefore needs to be reworked. I like that we retain the "ISO" term but let's ask the team who else we can come up with a catchy, accurate and appealing tagline. One thought I had is that IITTI is to the career executives and entrepreneurs (or business owners), what AICI is to image consultants.



Apr 16, 2013 from Patrick

Thanks Christina for looking into writing a tagline.  Our elevator pitch was:

      "The ISO standard for image and etiquette"

but I do see the deficiency if we use it as a tagline: it could be misleading that it is in competition with AICI.  Elevator pitch is designed to generate curiosity where we can answer further question.  But a tagline will not have that luxury.

How about these taglines:

      1.    "The gold standard of corporate image testing"
     
1a. "The ISO standard for corporate image testing"

      2. "The standard exam for corporate image"

      3. "Standard for corporate image testing"

      4. "Global standard for corporate image testing"
     
4a. "Global standard for corporate image"
     
4b. "Global standard for corporate image and etiquette"



Apr 16, 2013 from Riet

We have to be careful with stating that we ARE an ISO standard, because we are not.
We want to be something like an ISO standard.
And as Christina stated, that it does not compete with AICI as well.

What do you think of this:

      "A measure to personal manners for corporate people".



Apr 16, 2013 from Kimberly

I agree with Riet. Is ISO trademarked in any way? It is a brand... is it not? Will we get ourselves into trouble by saying we are the ISO standard? Or using the term ISO?



Apr 16, 2013 from Riet

I don't know if it is trademarked, by why go there? We are not an ISO. We might use the term, to compare ourselves, but not brand ourselves as being part of ISO, or even have an ISO ourselves. ISO is something that is really recognized as an international standard. Some day we might consider getting an ISO number and BE an ISO standard ;-)



Apr 16, 2013 from Lilian

I also agree with Riet that we should not use the word 'ISO'. My company has been certified in ISO 9001-2008 and is a lot of work to do that. I have to certify my company every 3 years, and every year auditors come to verify all my administrative process.

I would suggest to write:

      4b. "Global standard for corporate image and etiquette"



Apr 16, 2013 from Lynne

I agree with everyone's comments. Possible addition to the mix of tag lines

      "Setting global standards for image and etiquette testing"



Apr 16, 2013 from Patrick

Hi everyone,

Thanks for all the input.  I didn't realize the way how I used the term "ISO" would be causing so much confusion!  I meant to say we are like ISO, that is, we are similar to ISO in that we set standards, not that we are ISO.  So I agree with Riet that we shouldn't even go there, and we will not use the term "ISO" as a tagline.  (That is, I suppose we can use it in our elevator pitch for comparing us with ISO, but not in a tagline as part of our brand).

Here are the words that seem to be recurring in what we are saying:

          global
          corporate
          standard

So here might be something that would do it:

      "Setting a global standard for corporate image and etiquette"

or

      "Setting the global standard for corporate image and etiquette"

Should we use 'a' or 'the'?



Apr 16, 2013 from Lilian

Hi Patrick:

In my opinion, it sounds better "a Global", giving the chance that it can be more options. The word "the Global", it´s a very absolute term and sounds like there is no one else. Could be seen too haughty.



Apr 16, 2013 from Lynne

In English

Setting The Global Standard...... sounds more visionary. In other words we seek, foster and promote the ultimate standards. Let us know if it doesn't sound that way in your language.



Apr 17, 2013 from Christina

"The global standard" works well in my part of the globe and does sound the best of our options.



Apr 17, 2013 from Riet

Can the two taglines sit next to each other?: 
  • "AICI is a global organization that sets and promotes the highest professional standards for image consultants in appearance, behavior and communications."

  • "IITTI sets the global standard for corporate image and etiquette"
I have the feeling the two statements are kind of competing...

Riet



Apr 17, 2013 from Kimberly

Good point Riet... I'm not sure. Lynne what are your thoughts from AICI's perspective?



Apr 17, 2013 from Christina

Hi Riet

Yes, I think this works... it is clear and accurate.



Apr 17, 2013 from Patrick

Hi Lilian, Lynne,

The reason why I proposed both:

               "Setting a global standard..."
versus
               "Setting the global standard..."

was that I see both having merits but, at the same time, both having weakness.  And the reasons are exactly those that you have raised.

Since we have been working more or less for the last couple of years on defining this standard, and that we are the only group in the world doing this pioneering work, would it be too bold (and untrue) for us to say that we are setting the global standard?

Thank you for being critical!


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