Taglines that help challenger brands compete

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

1 Comment

  1. tom

    Thanks Ben, great post. One of my favorite advertising taglines is used by the most famous Chinese sports brand, Lining. It’s 没有什么不可能 or nothing is impossible.
    I don’t know where they came up with it…

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