A tagline or motto, more often called a slogan, is a short phrase used in advertising to identify your brand or product. Often conveying a key product benefit, the tagline in an ad should help ...

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 ...

Forbes contributors publish independent expert analyses and insights. I am an advertising veteran and current CEO of Ideasicle.com. Just because you have a tagline doesn't mean you have a brand idea.

Adopting a new tagline that highlights its increasing focus on style and quality, Buick announced today that its new advertising slogan is "Exceptional by design," replacing the previous "Buick. The ...