The mere fact of hearing: "Think different", "Just do it" or even "I’m loving it", makes one think directly of the brands Apple, Nike and Mc Donald’s. These catchy phrases associated with these famous brands are Slogans.A slogan is a short, punchy speech that highlights what t...

Many companies present their achievements in their promotional efforts. The focus of key messages ought to be on providing solutions to challenges that the ideal client faces.

Over-promising implies gullibility and triggers skepticism. Better to articulate an authentic key message that reflects the thoughts and feelings of the ideal client.