Help me with Halogen TV’s Tagline

March 2, 2010 By Kyle 34 Comments

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.

Filed Under: Marketing Tagged With: halogen

About Kyle

VP of Marketing for Halogen TV, Executive Director of Help-Portrait, 68 Mustang owner, digital marketing enthusiast, blogger, runner, dad & husband to @kristychowning

http://jonathanbrink.com Jonathan Brink

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.

http://intensedebate.com/people/chownage Kyle Chowning

Good thoughts Jonathan. Thanks for contributing.

Melissa P

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)

http://intensedebate.com/people/chownage Kyle Chowning

Thanks for your contributions Melissa!

http://myhomeandmyhipsarebothdoublewide.blogspot.com Leanne

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!

http://intensedebate.com/people/chownage Kyle Chowning

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!

http://myhomeandmyhipsarebothdoublewide.blogspot.com Leanne

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

http://intensedebate.com/people/chownage Kyle Chowning

We never stop, do we!

http://intensedebate.com/people/klreed189 Kyle Reed

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…

http://intensedebate.com/people/chownage Kyle Chowning

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.

Samantha Gotlib

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!
http://www.erichurtgen.com eric hurtgen

why do we have to have a tagline?

http://www.kylechowning.com Kyle

Good question. The tagline helps people know what to expect from the network.

http://www.erichurtgen.com eric hurtgen

got it. especially in contexts where visuals, video, etc. may not be available/preferable. i wonder how we could flip the expectation of a tagline?

http://intensedebate.com/people/chownage Kyle Chowning

what do you mean?

http://twitter.com/footprintCG Brad

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.

http://www.kylechowning.com Kyle

I like Engage. Empower. Entertain. Nice contribution!

http://www.adamgf.com AdamGF

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.

http://www.kylechowning.com Kyle

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.

http://www.jasonyarborough.com Jason Yarborough

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.

http://intensedebate.com/people/chownage Kyle Chowning

Someone else recommended "TV that's making a difference" tonight.

Kyle

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…
http://twitter.com/knightopia @knightopia

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.

http://intensedebate.com/people/chownage Kyle Chowning

TV Making a difference is definitely up for consideration.

http://redfishdigital.com Charles

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

http://www.kylechowning.com Kyle

I don’t really know what that means. It’s not descriptive enough.

http://www.themomtographers.com Adrienne

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…

http://www.kylechowning.com Kyle

So you’re a fan of the E.E.E.?

http://www.themomtographers.com Adrienne

It's sharp, but I think it's "Engage" that's throws me the youth conference buzzword curve

http://twitter.com/footprintCG @footprintCG

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
http://intensedebate.com/profiles/michaeljohnston michaeljohnston

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
kiuli

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?
http://twitter.com/matthewbrush Matthew Brush

something along the lines as “the brightest”. The Halogen bulb is indeed the brightest ins’t it? Bright TV for Bright minds. “Entertainment for the educated socialite” “Social TV”. IMHO the socially conscious empowering entertainment is a bit much to immediately digest. It could be more further down in the branding chain. your bi-line, or tag line should immediately reaffirm the name of the brand and state exactly what your are / do. Well it least that’s what I’ve always been taught. Haha. I’m only a self proclaimed branding expert. A photographer by trade.
Cheers,
Jeremyharrison

What about…. using the words bright and enlightenment… Halogen tv… bright enlightenment.