Help me with Halogen TV’s Tagline

Help me with Halogen TV’s Tagline

Posted on 02. Mar, 2010 by Kyle in Marketing

I just posted this over at the Halogen blog, but I thought I would tap into my readers here too. I could really use your input.

Halogen: Socially Conscious. Empowering. Entertainment.

What does that mean anyway? If you’ve wondering the same, you’re not alone.

After sitting with this tag line for the past year or so, I’ve determined that it’s too difficult and confusing. It’s not that people can’t figure it out, they always do, but it doesn’t provide a clear indication as to what you can expect from Halogen.

So, I have a new tag line that I want to throw out to you, for your feedback:

Halogen: TV that makes a difference.

Love it? Hate it? Have your own suggestion? I want to hear from you.

In case you aren’t familiar, here’s a description of the network:

Halogen is a socially conscious television network and website that targets and activates an emerging generation who are willing and ready to give back. Using film, documentary, episodic and other formats, Halogen features a wide variety of lifestyle programming that empowers viewers to leave their mark and make the world a better place to live.

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32 Responses to “Help me with Halogen TV’s Tagline”

  1. Jonathan Brink

    02. Mar, 2010

    Kyle,

    In looking at your original statement what caught my attention was the periods. In separating the words it felt disconnected. When I looked at the second statement it felt generic. Difference doesn't necessarily mean positive.

    But when I looked at your description, what caught my attention was "give back". It's an active statement of friendliness and progressive change. "TV that gives back," isn't quite there but that's what caught my attention.

    Reply to this comment

  2. Melissa P

    02. Mar, 2010

    Kyle, how about these suggestions:
    - "Conscious programming in an unconcious world"
    - "Not your parents TV"
    - "TV in a new light"
    - "TV with a Halo" (graphic & Halogen letters could be swirled then travel up onto the top of a TV)

    Reply to this comment

  3. Leanne

    02. Mar, 2010

    I LOVE Melissa's "TV in a new light" because I kept thinking of Halogen lighting, of course.
    To me its modern, "different" but better and TV needs to be in the context with something "new" because with all the current technology and constant up-to-date media, 'television' and TV seem almost archaic and retro.

    Good luck!

    Reply to this comment

    • Kyle Chowning

      03. Mar, 2010

      Hey Leanne. The Halogen's we are referring to are group 17 on the periodic table…so the lighting reference would be a bit confusing. Thanks for your contribution!

      Reply to this comment

  4. Leanne

    02. Mar, 2010

    and I love your personal motto, "Learning to live intentionally". Me too.

    Reply to this comment

  5. Kyle Reed

    02. Mar, 2010

    I like your idea but i think it could be more then that.

    Here are some suggestions:
    -"TV that leaves a mark"
    -"TV that promotes change"

    I always have liked the word provocative, I don't know if you could work that in there some where?

    I will sit on it and maybe something will hit me later…

    Reply to this comment

    • Kyle Chowning

      03. Mar, 2010

      The challenge is that the words that we use have to fit 24/7 worth of content. So, not every piece of content will promote change, or leave a mark. Yes provocative is interesting, but by the nature of TV, it _has_ to be provocative or they'll change the channel.

      Keep up the ideas.

      Reply to this comment

  6. Samantha Gotlib

    03. Mar, 2010

    TV for the mindful and aware.
    Halogen: Entertainment that empowers.
    TV Media for the Mindful.

    I dont know..I agree with the others that it can be a bit more impactful than "makes a difference" only bc that seems overused to me….
    Ill keep thinking though!

    Reply to this comment

  7. eric hurtgen

    03. Mar, 2010

    why do we have to have a tagline?

    Reply to this comment

  8. Brad

    03. Mar, 2010

    Kyle,

    I agree with you. Your current tag line is too long, and as such, potentially confusing.

    I shortened your final two words to the more action-oriented verb derivative of your words. This gives them the dual function of applying to both ‘Halogen’ AND your viewers. It implies the type of content Halogen carries while stating what you are attempting to evoke in your viewers and simultaneously challenges the viewer to take action upon viewing your programming.

    Also, I’m a fan of alliteration (and brevity) in marketing because I believe it aids memory. So I attempted to come up with a few options for single ‘E’ words that could substitute your current use of ‘socially conscious.’

    Below are three alternative tag lines to consider.

    Halogen:
    Engage. Empower. Entertain.
    Evoke. Empower. Entertain.
    Emerge. Empower. Entertain.
    Embody. Empower. Entertain.

    Reply to this comment

  9. AdamGF

    03. Mar, 2010

    Hi Kyle,
    In my opinion 'TV that makes a difference' is a little bit similar to the commonly used phrase "_____ with a difference"…. You see it a fair bit from 'a drink with a difference' – to – 'carpets with a difference'. Although I see the difference in yours, that you are inspiring people to MAKE a difference (a totally different concept) but maybe on first look for a viewer they might miss it.

    Perhaps you could play off the word 'change' in the context of channing channels etc?
    'The channel for change' or something?
    'Channeling change'…
    not sure, but maybe it has legs?

    Love what you do. Big respect.
    Adam.

    Reply to this comment

    • Kyle

      03. Mar, 2010

      Good point. I am not looking to proclaim that Halogen is different. But I’m wanting the statement to point to what people can expect from Halogen.

      Clearly, this is an important issue. Thanks for your contributions. Keep them coming.

      Reply to this comment

  10. Jason Yarborough

    03. Mar, 2010

    TV making a difference flows a little better than TV that makes a difference, if that's the bend you're going for. Although after reading the Network Description it seems like it would make more sense to word it as: "Media making a difference."

    Other idea's I'll throw out there are:
    Socially Empowering TV
    Cause Empowering Media
    Intentional Media
    Socially Engaged Media
    Dedicated Media
    Reactive Media – playing off the concept of Halogen on the periodic table

    Just a few thoughts, I think you're right on in making the change to something more meaningful.

    Reply to this comment

  11. Kyle

    03. Mar, 2010

    I think "TV that makes a difference" is OK, but it is also pretty cheesy and high on itself. It's better than the confusing social conscious empowering entertainment. Maybe "TV that gives back" could be good. I'm sure we can do better though…

    Reply to this comment

  12. @knightopia

    04. Mar, 2010

    I really like "TV making a difference" better than "TV that makes a difference." Besides the possible confusion of the tagline implying Halogen is "different" (which you said isn't the point), it also feels too vanilla to me. It actually makes me think of NBC's public service slogan "The more you know." (Hey, did you know there's a http://themoreyouknow.com website?! Well, now you know. ;-)

    I also like Jonathan's suggestion of incorporating the idea of "giving back" (e.g., "TV that gives back"), especially if Halogen really develops that as its "plausible promise" (to quote Clay Shirky).

    I also like the simplicity of "Engage. Empower. Entertain." That feels like a clearer, more succinct maturation of Halogen's current tagline.

    Reply to this comment

  13. Charles

    04. Mar, 2010

    Kyle – How about "TV for Life" or "TV for Living"

    Reply to this comment

  14. Adrienne

    04. Mar, 2010

    Branding – my favorite! So fun!

    I see a motion graphic station id play on the Halogen element with catalyst words orbiting around the core (or even folding from paper squares into the hexagon). Words from your platform – justice, action, empowerment, consciousness, entertainment all combine to become your logo. As it settles, the tagline emerges…

    Halogen:
    Entertainment that matters.

    Halogen:
    Entertaining a higher consciousness. (a little pious much?)

    Halogen:
    Life empowered.

    or, the ever popular:

    Halogen:
    Engage. Empower. Entertain, (although I can't help but think of a flyer with 20-odd headshots of the people that will be speaking that that event… :)

    Reply to this comment

  15. @footprintCG

    05. Mar, 2010

    I think both the 'making a difference' or 'makes a difference' tags are very generic and nondescript. They say very little about the Halogen brand let alone distinguish you from other networks and content providers.

    I'm bias, but I DO think that 'E.E.E.' is your leading tag line so far…

    And to reply to the 'event' reference…Halogen could and should host an event/conference in the future and further your brand as a TRUSTED SOURCE for content that will…
    Engage. Empower. Entertain.

    …and YOURS would naturally be one of those 20-odd head shots :)

    Reply to this comment

  16. michaeljohnston

    02. Jul, 2010

    Kyle – I'm enjoying reading another post on your blog and it looks like my comment here may be late in the game but I had to share what I think is screaming as an obvious tag unless I've completely missed your vision.

    Halogen – Bright Television

    Reply to this comment

  17. kiuli

    20. Jul, 2010

    Hmmm…

    Something that ties in with the fact that not only is Halogen what you have stated, it is more than that. It generates! Awakens dormant consciousness! (It does, right? LOL).

    Why was Halogen chosen as the name for your company? What is its significance?

    Reply to this comment

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