Saying A Lot with A Little

A brand’s tagline should function as their slogan and their war-cry. It should also summarize their personality and values in a few short, carefully chosen words.



It sounds like a lot to accomplish with a phrase hopefully shorter than seven words. But the following brands have mastered this task.



With that said, most taglines can be separated into one of four categories: CTA, Descriptor, The Superlative and The Provocateur. To give you an idea of each, we’ve laid out the best of each category.



The Call to Action:



They do essentially their name – act as a CTA.



Slim Jim – Snap into a Slim Jim

Nike – Just Do It



The Descriptor:



These lines describe the brand and what they do.



Avis – We Try Harder

USPS – We Deliver



The Superlative:



When you want to position yourself as best-in-class, this is the direction for you.



McDonald’s – I’m Loving It

Emerald Nuts – Yes Good



The Provocateur:



Bold statements for the brand with some swagger.



Adidas – Impossible is Nothing

Gatorade – Is it in You?