Each type of tagline has its pros and cons (see also this alternative tagline classification). Descriptive taglines Descriptive taglines describe the brand or product: ‘what we do’ (“We bring good things to life.” –General Electric), ‘who we are’ (“The happiest place on earth.” –Disneyland), product features (“Melts in your mouth, not in your hands.” — M&Ms.), product uses [...]
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