When you hear, “You’re in good hands,” you know it's Allstate Insurance's message. If someone refers to, “The ultimate driving machine,” you'll understand they are talking about BMW. And when you ...

Great taglines have a few things in common — they’re memorable, short, and they perfectly define a brand. Creating a business tagline requires some specific steps and a lot of attention to detail ...

The movie tagline is one of those enduring features of the film industry that nevertheless now feels like something of a lost art form. Their purpose was simple: To grab the attention in a pithy ...

You’re walking down the street when the face of a movie star catches your attention. OK, fine. Then, a movie title. Sure, whatever. But then—a sentence or two that’s so delicious, you think to ...

Wolff Olins' William Rauscher says the tagline is having a moment, but brands need to think about how these assets work as part of a broader whole. Nike's famous "Just Do It" tagline The humble ...