Tagline - a hidden gem in the brand toolbox

As General Electric CEO Judy Hu noted when she received the 2005 Advertising Week award for her company's inspired slogan, "Imagination at work is more than just a slogan...it's part of our DNA."

However, despite the apparent power of well-known slogans such as Volkswagen's "Drivers Wanted", "Let Your Fingers Rotate" on Yellow Pages, and Coca Cola's "It's the Real Thing", the slogan is often overlooked in branding strategies.

Despite the growing importance of brand image and identity in the professional and small to medium business sectors, there may still be a golden opportunity in your branding toolbox to gather dust.