A Tagline is a Terrible Thing to Waste

Because they have to work in many ways, good taglines are hard to write, says Branding Strategy Insider.

But a tagline is a terrible thing to waste.

A tagline must not only convey your brand's unique value, but must do so credibly, memorably and tersely, Insider says.

The most common mistakes marketers make with taglines are:

• Claiming something trite (for example, "excellence")
• Saying something catchy, but without meaning
• Communicating only the brand's product category
• Touting a benefit any brand in the category must deliver
• Making promises indistinguishable from competitors'
• Using too many words

Insider cites these examples of crummy taglines:

We’re glad you’re here (City of Chicago)
We get you there (Delta Airlines)
A good place to sit and eat (Denny's)

And some good ones?  Insider cites:

Don’t leave home without it (American Express)
A diamond is forever (DeBeers)
A mind is a terrible thing to waste (United Negro College Fund)

What's your favorite tagline?