Company slogans & straplines
A great company slogan even survives the brand it has been invented for: “It keeps going, and going, and going…” Great advertising slogans are verbal devices that preserve the brand experience over a long period of time: they encapsulate a feeling. They specify, crystallize and energize the message of the brand. And not only to the outside: A successful company slogan reminds a business of its own brand promise; it takes them at their word.
The crucial aspect of the slogan or a strapline is its relationship to the brand name and the logo whose impact it should complement, amplify, or transcendent.