Taglines and mission statements are two ways companies can express their business model, goals or promote themselves using a few words or a phrase. Both are important, but they differ both in audience ...

"Melts in your mouth, not in your hands." "You're in good hands." "The king of beers." Memorable taglines like these aren't created in an instant. Though they sound simple, chances are people spent ...

You could spend hours locked in a room with a team of writers trying to come up with a catchy slogan for your business and still not strike gold. But the folks who are the tops in the field say ...

New Jersey Transit’s tagline is: "Getting you there." If my railway system added just one word, the tagline would ring true. The word is: eventually. When United Airlines was acquiring Continental, ...

There’s a lot of advice out there regarding taglines. Some of it is useless. (Example: “It needs to be short and memorable.” Wow, it sounds so easy when a professional explains it.) In this post, my ...

I need some clarity, please. We are using a cross-functional team to articulate a revised brand promise. The good news is that we are using market research to find promises that are customer-relevant, ...

When you hear, “You’re in good hands,” you know it's Allstate Insurance's message. If someone refers to, “The ultimate driving machine,” you'll understand they are talking about BMW. And when you ...