Most company taglines are written for customers. The best ones also guide your employees.
While a clever tagline may help people remember your company, a powerful mantra helps your employees run it.
For example, BMW has spent more than five decades promising “The Ultimate Driving Machine.” As a fervent BMW owner, I can attest that the cars deliver on that promise.
Nike built a similar global identity around “Just Do It.”
However, the strongest phrases do more than advertise a brand. They express what the company believes and how it intends to behave.
Here are four landscape examples from companies we have worked with over the years.










