"Melts in your mouth, not in your hands." "You're in good hands." "The king of beers." Memorable taglines like these aren't created in an instant. Though they sound simple, chances are people spent ...

The difference between a tagline and a values statement comes down to size. A company's values statement encompasses the operation of the entire organization, whereas a tagline attaches itself to a ...

I need some clarity, please. We are using a cross-functional team to articulate a revised brand promise. The good news is that we are using market research to find promises that are customer-relevant, ...