Forbes Magazine have done a ranking of the best-ever taglines. It’s quite interesting as one can see that some of the taglines are quite old. If you want to read the full story use the link.

A company can live without a tagline, but if it can formulate a unique and relevant one, the tagline will help it stick to it’s vision. As the question -what are we? already is answered the company can focus on doing business instead. The position and direction is set and that makes it a whole lot easier to make the right decisions at the right time.

1. The Ultimate Driving Machine – BMW (Ammirati & Puris, 1971)
2. Just Do It – Nike (Wieden + Kennedy, 1988)
3. Don’t Leave Home Without It – American Express (Ogilvy & Mather, 1975)
4. We Try Harder – Avis (Doyle Dane Bernbach, 1963)
5. Got Milk? – California Milk Processor Board (Goodby, Silverstein & Partners, 1993)
6. There Are Some Things Money Can’t Buy. For Everything Else, There’s MasterCard. – MasterCard (McCann Erickson, 1997)
7. Think Different – Apple (Chiat/Day, 1997)
8. The Few. The Proud. The Marines. – U.S. Marines (J. Walter Thompson, 1976)
9. You Deserve a Break Today – McDonald’s (Needham, Harper & Steers, 1971)
10. A Diamond is Forever – DeBeers (N.W. Ayer & Son, 1944)