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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Mar 27 2010

Hey, Taco Bell Fans: Think INSIDE The Bun!

Start with




Then, add the


decorations. . .


     There comes a time in every economic curve (and especially like now, where the curve has become a plummet) when we must stop the centrifuge that has our backs slammed up against the spinning wall. Nice imagery, huh? Ever feel like that, or am I just imagining things? 

     We need to step off, collect ourselves, take a deep breath, regain a sense of balance, and re-examine what’s going on with our business. You know, take a look at those activities (or lack of) that we haven’t paid attention to lately because we’ve spun ourselves into a state of dizziness (no I’m not talking about that dizzy state on the West Coast!)

     Management gurus seeking creative nirvana in their leadership styles have been urging us all for years to “think outside the box.” I disagree. I’ve watched an endless stream of business ventures think themselves out of the box and into financial quicksand.

     Contrary to their brilliant branding message, even Taco Bell needs to think “inside the bun” in order to ensure consistent quality of food ingredients, as well as service. Thinking INSIDE THE BOX is like circling the wagons, shoring up the foundation, strengthening existing connections and relationships, reinforcing the structural integrity of existing products and services, and promoting value-added innovation all at the same time.  

     It rivals the explosive levels of productivity that surface the day before leaving for vacation (ah, yes, vacations; I remember those).

     A truly great and successful, well-known man whose memoir I’m presently writing, always says (rather authoritatively): “You can’t do two things at once!” 

     I’m thinking about staring so hard out the windshield that you spill the coffee — or worse, reaching to balance the coffee and crashing into the car in front of you. Well, when it comes to business ownership and management, the expression is equally true. Thinking OUTSIDE the box takes you too far away from what you need to be focused on when cashflow is dwindling.

     I’ve often noted here that the best way to do this is with http://bit.ly/Bb1Tw which I guarantee will help you stay focused on what’s important. The bottom line is that you REALLY need to not leave home without it and the “it” is the part about first making sure your home is safely protected, that some one’s around to keep an eye on it for you, that mail and messages will get forwarded or saved.

     Thinking OUTSIDE the box requires that INSIDE-the-box operations are safe and sound and moving forward without you having to risk divided attention. It’s simple when you start with INTROSPECTION. 


Thanks for visiting. Go for your goals! God Bless You!

Make today a GREAT day for someone! 

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