Taglines and branding

For the past few weeks, we've been thinking about AdSymetrix as a brand, a web-based service and a company. Every time we talk about how the product will help business advertisers we find ourselves trying to explain the real value we're offering to them.

You're an advertiser who knows you need to spend money to get new customers, but you just don't know where or how to spend it best. Or you're a publication and you want to find a way to get advertisers to trust you when you send your sales people out to solicit new ad buys. Either way, the need is there to concretely define the value of a particular ad location. And that's where we come in.

The itch we've been trying to scratch has been how to explain the role we play with our customers in their negotiations. How do we express that quickly and succinctly?

This is where taglines help. You visit a site, or see an ad and right after the company's name, you get a simple explanation of what they do.

To date, we've been looking bit too practically at our tagline. AdSymetrix will keep track of the clicks, calls and emails that come to your business through your advertising. The symmetry of 'clicks calls and emails' made for a quick and easy understanding of AdSymetrix to us, but we're deep in it, and already understand the purpose of the product suite.

The business advertiser needs more information. They need to know that we not only track information, but we give them power. We give them knowledge and the tools to make better decisions. We give them the opportunity to not only buy more effective advertising, but to not buy ineffective advertising. AdSymetrix lets our customer control their marketing budget in ways they have never been able to before.

AdSymetrix is about advertising assurance. Assurance that the decision you make to spend your money on a new ad in this newspaper or a flyer in that neighborhood is the right decision. And that's were we are headed with our new tagline.

Advertising Assurance.