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In a sea of similar offerings, consumers notice brands that stand out, and creative taglines help brands differentiate from competitors. Apple's brand rejuvenation in 1997 is one example: to counter flagging sales and a tarnished image, it launched a revolutionary advertising campaign. Its new tagline, "Think Different" was a refreshing spin on IBM's "Think." Rather than trying to compete with the reputation for reliability and trustworthiness of its chief competitor, Apple positioned itself as a dynamic brand with inventive alternatives to the status quo. Meters/bonwe, China's leading casual clothesline brand, uses the line "p8," which roughly translates to "Not walking the conventional road." Mercedes Benz uses "Engineered like no other car in the world." Both taglines work wonders for these companies because they suggest a benefit to consumers who buy their products. Successful taglines not only draw attention, but explain how a product, service, or organization will fulfill the desires and satisfy the needs of customers. What's the point of having a fantastic tagline if no one can remember it?
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