Whether it is Audi or Andrex 鈥� 鈥�Vorsprung durch Technik鈥� or 鈥�Soft, strong and very very long鈥� 鈥� whatever they are selling, marketers like to wrap it up in a memorable slogan.
The goal is to get your attention and, in a phrase, encapsulate not only what the company does, but also what makes it different from, perhaps better than, the competition.
Just for the hell of it, we鈥檝e done a trawl of contractors鈥� websites to see what strap lines they have chosen to define and promote themselves.
They range from the straightforward 鈥� 鈥淲e're a leading international infrastructure group鈥� 鈥� to the rather more florid. Several are seemingly embarrassed to be in the building trade at all, so reluctant are they to admit it.
We鈥檝e categorised them, best we can, and included a couple of consultancy firms too.
The Say What You Do-ers
Balfour Beatty:聽 鈥淲e're a leading international infrastructure group鈥�
Tilbury Douglas: 鈥淲e are a leading UK building, infrastructure, engineering and fit out company鈥�
The Smarties
Costain: 鈥淚mproving people's lives with smart infrastructure solutions鈥�
Keltbray: 鈥淪mart engineering solutions鈥�
The Futurists
Wates: 鈥淐reating tomorrow together鈥�
Sir Robert McAlpine: 鈥淧roudly building Britain's future heritage鈥�
Morgan Sindall: 鈥淐reating a better built environment鈥�
The Sustainables
Arup: 鈥淐reating sustainable futures鈥�
Robertson Group: 鈥淎ssuring a sustainable future鈥�
Vinci: 鈥淔orging a sustainable world鈥�
Kier: 鈥淥ur purpose is to sustainably deliver infrastructure which is vital to the UK鈥�
The Bold but Vague
Arcadis 鈥� 鈥淚mproving quality of life鈥�
To Infinity and Beyond
Mace: 鈥淭o redefine the boundaries of ambition鈥�
Tune in to episode 94 of the Re:Construction podcast (available from 5pm today) to hear Bishop & Taylor discuss this topic.
Who do you think has the best tagline? Responses, please, to editor@theconstructionindex.co.uk. Maybe we'll add some of your responses here.
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