Consider the mental image created
- Is it a to-be state the customer would like to be in (travel poster)?
- Is it about the customer or about the company?
- Coke – Open happiness.
- Avis – We try harder.
- Nike – Just do it.
- US Postal Service – We deliver.
- L’oreal – Because I’m worth it.
- California Milk Processor Board – Got Milk?
- Budweiser – The king of beers.
- McDonald’s – I’m lovin’ it.