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  

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