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Taglines, Slogans, and Bears. Oh My!
Let's take a little test... Name the companies that use the following tag-lines:
1. The Breakfast of Champions2. The King of Beers3. The San Francisco Treat4. It Keeps Going, and Going…
Pretty simple stuff, right?
Everyone knows that Wheaties is the breakfast of champions. 
Let's look at Budweiser. Long has it been known that Budweiser is the "king" of beers. (It doesn't get any better than being the king. The king is the top of the heap, the head honcho, the alpha dog. Why would you associate with something that isn't the best??)
Rice-a-Roni is the San Francisco treat. Always has been, right?
Energizer Bunny, anyone? 
All of these tag lines have been used by these very successful companies for years. Not because they are excellent brand references that people have literally heard for years...although that is certainly true...but because they SELL! Not only do the help sell the product, they sell the brand.
In other words, when you hear that phrase, you automatically know what brand they are talking about.
How much more effective could your advertising be if you treated your tag line -- your branding slogan, if you will -- as a sales opportunity rather than a contest ... more

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