Tide

Brand Narrative

“If It's Got to Be Clean, It's Got to Be Tide” communicates a strong sense of assurance that builds trust. The core tension of doubt versus trust is palpable, as it invites consumers to rely on a proven choice for laundry. The confident tone reinforces the message that clean is synonymous with Tide, making it a straightforward statement rather than a boast. This directness in language style keeps the brand grounded and relatable.

Industry / Category

Consumer Goods / Laundry

Original Tagline

If It's Got to Be Clean, It's Got to Be Tide

Tone Words

Confident, Assuring

concept

Only Trust the Best

Brand Message

Clean means Tide

Core Tension

Doubt vs. Trust

Brand Mission

Set the standard for laundry care

Tagline Word Count

Language Style

Declarative

Tense Used

Present

Sentence Type

Statement

Literal/Figurative

Literal

Logo

Website

https://tide.com/

Brand assets

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Brand	Industry / Category	Original Tagline	Tone Words	concept	Brand Message	Core Tension	Brand Mission	Tagline Word Count	Language Style	Tense Used	Sentence Type	Literal/Figurative
Moleskine	Stationery / Lifestyle	Legendary Notebooks	Classic, Creative	Your Ideas Matter	Capture thought with elegance	Noise vs. Depth	Inspire timeless writing	2	Descriptive	Present	Noun Phrase	Literal
Tide	Consumer Goods / Laundry	If It's Got to Be Clean, It's Got to Be Tide	Confident, Assuring	Only Trust the Best	Clean means Tide	Doubt vs. Trust	Set the standard for laundry care	11	Declarative	Present	Statement	Literal
Procter & Gamble	Consumer Goods	Touching lives, improving life	Caring, Trustworthy	Better Everyday Living	Enrich lives with trusted products	Routine vs. Care	Provide branded products and services of superior quality	4	Declarative	Present	Statement	Literal
Montblanc	Luxury Accessories / Writing Instruments	Inspire Writing	Intellectual, Classic	Elevate the Everyday	Celebrate timeless writing culture	Noise vs. Depth	Elevate the art of writing	2	Imperative	Present	Command	Literal
Colgate-Palmolive	Consumer Goods	Strong brands. Bright futures.	Strong, Established	Legacy of Quality	Build trust through iconic brands	Past vs. Future	Elevate consumer experiences worldwide	4	Declarative	Present	Statement	Literal
Cartier	Luxury Jewelry / Watches	The Art of Being Unique	Elegant, Rare	Craft Your Signature	Create timeless luxury to express uniqueness	Ordinary vs. Signature	Craft timeless luxury pieces	5	Descriptive	Present	Noun Phrase	Literal