Apple no longer needs a tagline. Mini has build their own gestalt.

Starbucks flounders, Nike fights to stay on top.

And there are millions of brands with nothing to say.

The exercise I use is one my wife uses in Public Relations…

Are you The First, The Best or The Only?

If you are none of these things, you are telling someone else’s story with your own modification.

If that modification isn’t something wonderous, there will be trouble.

Sometimes entire brands are that tiny bit of difference, that little bit of magic love that causes notice.