34 Original Ways To Write Your Next Tagline, Positioning Statement Or Brand Promise.

1. Ask a question
Does she or doesn't she?
- Clairol

2. Show your unique commitment
We try harder.
- Avis

3. Explain product superiority
Takes a licking and keeps on ticking.
- Timex

4. Evoke a benefit in a fresh way
Let your fingers do the walking.
- Yellow Pages

5. Use an emotive call to action
Reach out and touch someone.
- AT&T

6. Use an evocative call to action
Put a tiger in your tank.
- Esso

7. Use an imperative call to action
Just do it.
- Nike

8. Use a one- word call to action
Think.
- IBM

9. Use a cheeky call to action
Let us tan your hide.
- Crisby Frisian Fur Co.

10. Revisit a familiar call to action
Reach out and bust someone.
- Crime Stoppers

11. Link a product feature with an abstract need
A diamond is forever.
- DeBeers

12. Link a feature with your address
We corner the market.
- Irving Rivers Ltd.

13. Combine a feature and a benefit in the same phrase
Make yourself at home.
- IKEA

14. Declare a superlative feature
The world's #1 selling financial software.
- Quicken

15. Make a compelling promise
The world on time.
- Federal Express

16. Be whimsical
It's the real thing.
- Coca- Cola

17. Say it staccato
Soothes. Cleanses. Refreshes.
- Murine Co. (eyedrops)

18. Use a two- fold delivery with a twist
Common sense. Uncommon results.
- David Ingram and Associates

19. Address a specific need
For women whose eyes are older than they are.
- Robert Powers (skin cream)

20. Be abstract but client- centred
After all, it is your information.
- Authentex Software

21. Describe your product in a novel way
Liquid jewelry.
- Lorr Laboratories (nail polish)

22. Link company name to product benefit
Never forgets.
- Elephant Memory Systems

23. Suggest the cost of not using your product
Because so much is riding on your tires.
- Michelin

24. Be grotesque to make a point
Wears like a pig's nose.
- W. M. Finck & Co. (men's overalls)

25. Turn a current business maxim on its ear
Think small.
- Volkswagen

26. Link a well- known phrase with your product benefit
Understanding comes with Time.
- Time magazine

27. Brag about yourself
We take the world's greatest pictures.
- Nikon

28. Brag about your product and your client
You and Betty Crocker can bake someone happy.
- Betty Crocker

29. Take a breath and say it all
Finest anti- knock non- premium gasoline ever offered at no extra cost.
- Union Oil Co.

30. Describe your service and its #1 benefit in two words
Advertising pays.
- Industry maxim

31. Personify your product
Laughs at time.
- Du Pont (paint)

32. Distill your business into one phrase
The Document Company.
- Xerox Corp.

33. Tie your slogan to your logo
Get a piece of the Rock.
- Prudential Insurance Co.

34. Dare to be different
Dare to diff.
- LOEB Cola