Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Remember

About 98 percent of all taglines today have no staying power and are a complete and utter waste of money. They have no personality or attitude and no unique claim or promise. Many are created by committee—always a dead-wrong approach. Powerful taglines define brands for all time and are immune to changes in technology and the basic living patterns of present and future generations. “A diamond is forever” (written by a 27-year-old copywriter in 1948) will always define that gem as long as people inhabit Mother Earth. Taglines like this one are inspiring phrases created by gifted writers who see a clear and compelling brand promise and make it come to life to inspire, entertain, and enlighten the rest of us.