Build Brand Equity In A Tag Line

Tag lines like "Just Do It" are nothing more than the entry point to a given company's story. We are of course borrowing the words made famous by Nike. Today there is immense depth behind this tag line. Year after year, Nike has invested in building supporting story lines, imagery, and aspirations underneath these three simple words.

Building brand equity in language requires three things:

1. The language has to be original

It is critical you avoid any industry rhetoric and/or jargon. There also can't be any existing association with the phrase or tag. It has to feel and be refreshing. You need to be able to "own" the language – literally.