What’s in a name? Sometimes not much, especially these days. Organizations large and small go by their initials, clumps of Latin- or Greek-derived syllables, the names of their founders, or types of fruit. Unfortunately, none of these do much to define the organization or its products. In crowded global markets, this lack of inherent identity adds to the already-considerable challenge of branding.

A well-chosen and effectively deployed tagline can go a long way toward defining and differentiating a company in the minds of customers, conveying in a few carefully chosen words a mission, vision, or promise.

Think about memorable taglines like:

• GE’s "We bring good things to life," replaced in 2004 with "Imagination at Work
• Dupont’s "Better Things for Better Living...Through Chemistry," changed in 1982 but still widely remembered
• Nike’s "Just do it"
• Chevy trucks’ "Like a rock"

The company names are merely a couple of initials and the names of a 19^th century chemist, a Greek goddess, and a long-forgotten race-car driver. The taglines, on the other hand, offer action, durability, good things, and better living.

Think of your tagline as a tiny publicist accompanying your company or product name on marketing missions. Like a star, the name has merely to make an appearance, while the tagline does the work of proclaiming its virtues.

Taglines can live on for years, but are relatively easy to change when their time comes. A good one delivers more sheer marketing power per word than anything else you’ll ever deploy. So, while finding the right one can take a little time and research, the payback is well worth the effort.