What’s in a Tagline?

By: John Ryan, Metal Construction Association

Nike says “Just do it.”

Timex states “Takes a licking and keeps on ticking.”

DeBeers claims “A diamond is forever.”

These are some of the most recognizable taglines, and they all have a few things in common. Each supports the essence of its’ respective brand. Each appeals to the emotions of its audience. And each differentiates its brand from its competitors.

Earlier this year, the Metal Construction Association underwent an exercise to develop its own tagline. In addition to considering the qualities listed above, we considered a few additional key criteria: the tagline had to be short, memorable, and actionable.

After a rigorous brainstorming exercise in which member volunteers and staff reflected on the core values of the association and its members, MCA is pleased with where we landed.

MCA - Build Legacies Metal

MCA member companies make a host of amazing metal products that are used on many beautiful, high-performing buildings. These products are some the best performing, most technically superior, and most aesthetically pleasing metal buildings available.

Most of all, however, MCA recognizes that what we do is about more than just the metal construction and outcomes that our member companies make and the services they provide. These metal buildings become part of our culture and landscape. Because of the many performance and aesthetic characteristics inherent in metal roofs and preformed walls, they create a legacy that can last for generations.

And MCA, as a trade association, has been working for the past 30 years with its member companies to build a legacy of excellence, collaboration and innovation.

Stay tuned for more news about the evolution of the MCA brand over the coming months.

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