| The brand jingle states and reiterates the punch line | | | | There are brands that keep the same punch line for |
| as you watch the advertisement spanning a few | | | | years, and there are others which keep changing the |
| seconds. The three word statement just sticks to | | | | statement with every new product line. It all depends |
| your mind. You like the advertisement tune and you | | | | upon what the statement represents. If it talks |
| sing the jingle repeating the punch line over and over | | | | about the generic objective of the organization, it |
| again. The brand gets successfully placed in the mind | | | | can be retained forever. But, when the punch line |
| of the potential consumer. The objective of framing | | | | promotes one product line or service, it will keep |
| the short sentence is achieved. | | | | changing. Take for instance, the case of insurance |
| To know more about framing a Punch Line, you need | | | | companies. Each investment scheme carries a |
| to know the answers to these questions: | | | | different line; health insurance will be promoted on a |
| Why do companies/brands frame a Punch Line? | | | | different platform than used for advertising Stock |
| The line acts as the summary statement of the | | | | Insurance. |
| mission or objective of the product manufacturer or | | | | What about Product - Punch Sync? |
| service provider. It could promote either the | | | | The promo statement stands for the product it |
| company or one of the brands of the organization. It | | | | represents. You are selling cakes and your Line talks |
| gives the product and its brand an identity, | | | | about poverty; the sync goes missing. You must |
| something unique and distinctive. | | | | identify what the consumer wants and how well your |
| How many words? | | | | offer satisfies that demand. Only then frame the |
| A Punch Line need not be a compete sentence. | | | | Punch statement to target the end consumer. |
| Three to four words could have a larger impact than | | | | To conclude, the Line is a short statement that gets |
| a ten word statement. It all depends upon the | | | | you closer to the consumer of your product or the |
| creativity used to frame the Line. | | | | user of your service. |
| Does the Line always remain the same? | | | | |