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!

What are you

waiting for?

I know.  You’re waiting for a parade.  The doctor?  Next Christmas?  Someone else to go first?  Your parent’s approval?  Your boss’s approval?  A work order?  5PM?  Lunchtime?  Vacation?  Your birthday?  A full moon?  High tide?  Rock bottom?  Another way out?  The Mets to win the World Series?  The car in front of you to get out of the passing lane?  Your child to become President?  Your Father to strike oil?  A winning lottery ticket?   

If you answered “YES” to any of the above, or anything even remotely resembling any of the above, you are too filled with excuses to make a success of yourself.  I can’t help you.  You need a shrink.  Happy New Year and come again sometime.

Now.  Who’s left out there?  Anybody?  Good.  Well, then there’s still hope after all.  If you’re truly not waiting for some event or some person in order to move forward with your life –and especially your business pursuits– then odds are you’ve just been procrastinating. 

Putting stuff off is okay sometimes.  It happens to all of us.  But if you don’t want to end up like those I dismissed in the second paragraph, you might need to give yourself a smack alongside your head or (if you can figure out how to do it) kick yourself in the butt, and get yourself in gear!

How much more productive can you bewith your waiting time (you know. . . bank lines, traffic lights, bridges, RR crossings, commuter trains, subways, boats and buses, the dentist, MVB)? 

Next question: what’s in your pocket or briefcase or pocketbook right now? 

If your answerdoesn’t include a pen, paper, or laptop, or a cassette recorder (remember those?) or cellphone (no, not to call that hot date for after dinner suggestions, but perhaps handle a few business calls that don’t require extensive note taking) or blackberry (no, not to text message –er, sorry, txmsg– cousin Bertha to see what time she’s headed for the local gin mill, but perhaps to send yourself some notes of ideas you get so you needn’t carry them in your head?) or digital camera or pocket pad or sticky notes, or a book to read . . . the answer to the first question is that you can be a LOT more productive.  [Hint: These are all tools or avenues of productivity except as noted!]

I know peoplewho’ve put together complete photo essays standing in line at the post office.  I know highly acclaimed writers who write as many street and business names down as they can see while stopped at red lights (that they can cherry-pick from later when they’re seeking character and location names for their works of fiction).  I know an engineer who says he stimulates his brain by sketching vehicles and machinery while waiting for trains and bridges.

The point is, like the old Schlitz Beer commercials used to proclaim, “You only go round once in life!” (Well some maybe do a few trips, but most of us . . .) and we all only conveniently remember how short lifetimes can be when someone close to us passes away. 

SO . . .

• Stop with the delays, excuses, nonproductive and unproductive waits. 

• Stop staring into space wishing you were somewhere else. 

• Stop bemoaning the lousy delay experiences and start DOING the stuff you’ve been saying, “Well, someday, I …” TODAY is “SOMEDAY”! 

Some action is always better than no action.

And, by the way, remember that it’s ALL YOUR CHOICE because all of behavior is a choice.  So choose to march shoulder-to-shoulder with time. 

Make the most of it. 

Make your mark. 

Make a difference.  

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