Tag Lines

Isn't it interesting how exhausting finding the right few words to serve as a tag line or positioning statement can be?  Perhaps it is so hard because such statements must be memorable, pithy (an old word), long lasting (meaning cannot be too contemporary or too throwback) and have to be embraced (and sometimes approved) by lots and lots of internal audiences.  I found myself with a little bit of time on my hands and decided to take a trip through the neighborhood of taglines for direct to consumer companies, business to business corporations, non-profit agencies and of course, other health care organizations.  I came away from my journey with two thoughts:
1.  Getting it just right is really, really hard
2.  When it is just right, it "sticks" immediately
While it would probably be inappropriate for me to share the ones that 'stuck' for me immediately, I will share their attributes.  First and foremost, they were simple.  No big, fancy words or 'industry-insider' language that I needed to know.  Second, there was a connection not only with my brain, but with my heart.  The ones that really connected with me, engendered an inaudible "Ahhhh."  Third, they were believeable.  Since I was taking the journey, I only went to companies or organizations that I knew something about.  I must say, I did read some that made me go "Really?"  which means they did not immediately pass the believable test.  Finally, they transcended being just "catchy, right now."  I could see the words being used in the distant past, present and far into the future. 
Because 'words' are an important part of what I do, these kinds of exercises are fun for me.  Unfortunately, this kind of fun is not shared by anyone who lives (or has lived) in my house, so I am glad I have this forum to share my thoughts with others who get a kick out of words!  Happy 2012.
J