This article from Ryan Kane underscores the power of creating a slogan. I like it because it serves as a focal point for positioning and messaging. In conjunction with his step #1, I encourage companies to create a “mood board” to collect images of their company identity, product positioning, differentiation and customer value.
I like Benjamin Goodey’s steps for creating a great slogan (s.l.o.g.a.n).
Related articles on positioning and branding
