AlinaWheeler-DesigningBrandIdentity

Essential characteristicsA cross-section of taglinesShortImperative: Commands action and usually starts with a verbDifferentiated from its competitorsUniqueCaptures the brand essence and positioningEasy to say and rememberNo negative connotationsDisplayed in a small fontCan be protected and trademarkedYouTubeNikeMINI CooperHewlett-PackardAppleToshibaMutual of OmahaVirgin MobileOutward BoundBroadcast yourselfJust do itLet’s motorInventThink differentDon’t copy. Lead.Begin todayLive without a planLive biggerEvokes an emotional responseDifficult to createDescriptive: Describes the service, product, or brand promisePhilipsSense and sensibilityPNCThe thinking behind the moneyTargetExpect more. Pay less.ConcentricsPeople. Process. Results.MSNBCThe whole pictureErnst & YoungFrom thought to finishAllstateYou’re in good handsGEImagination at workSuperlative: Positions the company as best in classDeBeersBMWLufthansaNational GuardHoechstA diamond is foreverThe ultimate driving machineThere’s no better way to flyAmericans at their bestFuture in life sciencesProvocative: Thought-provoking; frequently a questionTaglines sum up the sell,and the best of them evoke anemotional response.SearsMicrosoftMercedes-BenzDairy CouncilWhere else?Where are you going today?What makes a symbol endure?Got milk?Jerry SelberLevLaneSpecific: Reveals the business categoryHSBCThe New York TimesOlayVolkswageneBayMinoltaThe world’s local bankAll the news that’s fit to printLove the skin you’re inDrivers wantedHappy huntingThe essentials of imaging25