There comes a time in the life of every brand when you need to have The Talk.
For decades, taglines have been one of the profession’s most revered forms, the true test of ability that separates the copy aces from the amateurs. But recently, I’ve been questioning their relevance.
These days, brands do more than just represent a product or service. They also personify a set of beliefs and lifestyles, a list of rules and goals.