http://www.samhorn.com PURPOSEFUL (it brands their product in your mind.)
ORIGINAL. (no one in that market has used this measurable phrase which gives the impression you get a lot for your money. In a tough economy when everyone's pinching pennies, this makes it relevant and top of mind.)
PITHY. It's less than 7 words long (most iconic taglines are because we can only keep 7 bits of information in short term memory, i.e., Nike's "Just do it.")
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