After reading a recent Forbes.com ranking of the top 25 best-loved advertising taglines, I was inspired by the number of challenger brands represented.
What is a challenger brand? Basically, not your industry leader. A company that is number 2, 3 or 4 in their field and fighting to differentiate and capture market share.
Some of the most memorable taglines have come from challenger brands who have used them to deliver a promise (Avis: We try harder.), to differentiate from competition (Apple: Think Different.), or to give a call-to-action (got milk?).
Small companies everywhere should be encouraged that you don’t have to be the biggest to be the best at claiming your territory.
Best-Loved Advertising Taglines: http://bit.ly/cFMAGP