"Etsy: Everything Handmade, plus supplies, digital art, brought to you by crafters, artisans, copyright infringers, reselling weekend warriors, one-man sweatshops, 50-man 'co-ops', starving artists, destashers, hobbyists, homemakers, college kids, underagers and everything in between!"
It's the tagline, not the mission statement. It merely promotes a central idea. It neither intentionally excludes, nor encompasses the entire business plan of Etsy. No tagline does.
Radio Shack: "Don't just buy stuff, do stuff!" Do you write the CEO of Radio Shack and complain that maybe you do in fact just buy stuff and feel offended that you're expected to also do stuff?
McDonald's: "I'm lovin' it!" If you don't actually love McDonalds, do you write the head office demanding that they quit lying about your feelings for them?
Coke: "Unity on the Coke Side of Life" Are you out there, angry that Coke is polarizing the cola wars that Coke should quit implying that Pepsi drinkers are "dividers, not uniters"?
NO. Because it's a slogan, a tagline. Same with Etsy's; JUST. A. TAGLINE. Etsy doesn't need to change their tagline to fit everyone. It is only one marketing tactic in what should be an entire integrated marketing plan.
(P.S. Etsy: before you think I'm defending you, I know your marketing plan consists of a tub of Betty Crocker cake frosting, a trick coin and a dartboard with a screen capture of the home page taped to it. So don't mistake me for one of the koolaid drinkers.)
In summary: Whatever's broken about Etsy, it's not the tagline. The tagline is fine. Everything BELOW the tagline, now...well, that's a topic for another thread or twelve.
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