Letting Your Prospects Know What’s Inside
A CANDY BAR DESCRIPTOR is a handy Bidlack term for a succinct line of copy, suitable for use with a mark or logo, which describes the product, service, and/or core purpose of an organization — in short, its ingredients. In a sense it answers the question posed by the logo or mark.
But it is not a slogan or advertising tag line.
A Candy Bar Descriptor vs a Slogan
Do You Need a Candy Bar Descriptor?
Larger, better-known organizations or products have less need for a candy bar descriptor, while smaller, lesser-known organizations have a greater need for one. With time comes familiarity, but sales must be made in the meantime.
And organizational names alone rarely present enough information to prospective customers. Adding a candy bar descriptor allows the prospective customer to know what’s inside.