Jun 21 2010

The top 19 branding lines – Yours?

 Here’s my vote 


for the all-time top


branding theme lines.


     I get asked all the time about branding themes and theme lines because they are the single most important set of words a business can have, and because they are the hardest of all words to write if they are to have great impact.

     The only business writing forms that come close in terms of difficulty and potential power are advertising billboards, website banners, and new venture business plans.

     In fact, the simpler they seem, the harder they are to write. Contrary to popular opinion, no one just goes into a closet for a couple of hours and comes out with these brilliant messages.

     In fact, it can often take weeks of fine-tuning to get to the kinds of branding theme lines represented here.

     The following list of 19 (Will yours be #20?) are all perfect examples of the art and science of marketing word craftsmanship, and I submit them here for your enjoyment, consideration (see if you figure out what they all have in common; answer at end), and most assuredly for inspiration:

  • You deserve a break today at MacDonald’s.

  • Think outside the bun – Taco Bell

  • You’re in good hands with Allstate.

  • American Express – Don’t leave home without it.

  • AT&T – Reach out and touch someone.

  • Greyhound: Leave the driving to us.

  • Campbell’s Soup is M’m M’m Good!

  • Clairol – Does she or doesn’t she?

  • Energizer Batteries – It keeps going, and going, and going…

  • General Electric – We bring good things to life.

  • Kleenex – Don’t put a cold in your pocket!

  • Lay’s Potato Chips – Betcha can’t eat just one!

  • Maxwell House – Good to the last drop.

  • Morton Salt – When it rains, it pours.

  • New York Times – All the news that’s fit to print

  • Nobody doesn’t like Sara Lee

  • Schlitz – The beer that made Milwaukee famous.

  • Sun Microsystems – We put the . in dot.com

  • Armour Hot Dogs – The dog kids love to bite.

      Besides all of these having a certain positive and proactive message to share that directly relates to or ties to the benefits of the products and services offered, they also each possess a definite word delivery rhythm that is easier felt than explained . . . almost a poetic balance with a direct or directly implied promise attached.

     And what else do you notice?

     Because there are no rules in business, and least of all in marketing, there are always exceptions. In this list, however, as will be found in almost every other comparable list of outstanding branding identities, please also note that each uses seven words or less.

     And those that include the company or brand name within those seven words or less are the true diamonds in the forest of glass!

What are some of YOUR suggestions for this list? Click on “Comments” below and include them in the window! The best will be added to a sequel list!

302.933.0116 or Hal@BusinessWorks.US  

Thanks for visiting. Go for your goals! God Bless You. 
“The price of freedom is eternal vigilance!” [Thomas Jefferson] 

Make today a GREAT day for someone!

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Feb 17 2010




     Business people who read books are smarter by far than those who don’t. Any businesspeople. Any business. Any books. (Source: opinion, based on many years’ experience in the role of a  businessperson, as well as in the roles of author, editor, and publisher.)

     If we are to believe the technologically-heralding reports from popular and questionably-prominent online publishing industry sources that are marching (stampeding?) shoulder-to-shoulder with some of the Internet’s more narcissistic literary agents, paper books are on a suicide mission.

     It is, if you’re listening to their breathless banter, only a matter of time before libraries become mausoleums or are emptied for fireplace kindling (uh, no, wait, that would be too much air pollution, right?). 

     Has hi-tech trespassed on sacred ground? Are books as we know them truly doomed? Will  school and campus backpack industries fold? Without backpacks, will chiropractors go out of business? Will the control of human life by basic plastics industry businesses like American Express, MasterCard and Visa come to an end?

     Will the basic plasticpeople collapse in the face of the all powerful Oz … only to relinquish their control of humanity to more sophisticated plasticpeople? We shall depart from the influences of mere plastic cards to instead be controlled by a consortium of tech babies cranking out the likes of Amazon Kindles, Hearst Skiffs, and Apple iPads?

     First of all, except for the POD (Print On Demand) entrepreneurial upstarts, the  industry— not terribly unlike banking and healthcare — is at least a thousand years behind times. Publishers, editors, agents, literature professors and many writers continue to re-arrange their blankets and umbrellas as the tsunami heads for the beach.

     Many continue to sit on their hands, rocking back and forth, waiting for the new tech revolution to lift them out of their arcane library stacks and into cyberspace where they can look back over their shoulders and count the dead and dying works of fiction and nonfiction that have cornerstoned our planet since the beginning of time.

     But here’s a hefty sprinkling of reality: Paper books will not die in our lifetimes. (Source: opinion, based on many years’ experience in the role of a  businessperson, as well as … uh, did I say that before?) Books as we have always known them , may in fact increase in number and value as tech advances continue to astound even those computer gurus of the 90s.

     Because? Because with even all the books in the world catalogued into a single, lightweight, bendable, rechargeable pad you can carry inside your jacket … there is nothing like a book! And there is especially nothing like a shelf or room full of books to coax first your eyes, then your fingers, into submission. Computerized page-turning replication is not page-turning.

     And nostalgia aside, there is still nothing like being able to open two or six or ten volumes for side-by-side study … to be able to go back and forth to compare and contrast the creations and opinions and research findings in side-by-side reviews of author fantasies and expertise. And can you imagine curling up in front of a warm fire with your dog and a good electronic pad?

     Yes, there are some things, important and dramatic things, like humanness, that technology will never be able to recreate. Books can be accessed via tech readers and go into computerized reading devices. They can be formatted for online reading and downloaded on your printer as ebooks, but the humanness of books can never be replaced. I mean, imagine no “thunk” when you drop one.

Comment below or direct to Hal@BUSINESSWORKS.US Thanks for visiting. Go for your goals! God Bless You! Make it a GREAT DayGet blog emails FREE via RSS feed OR $1 mo Amazon Kindle. Gr8 Gift 4 GRANDPARENTS: http://bit.ly/3nDlGF

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