Choose. Three. Words. And Hope it's One Catchy Slogan

Choose. Three. Words.

And hope.

Most Tagline professors have done it. It's late, we'd rather be at the pub. Let's pump out a couple of 'three-worders' and get out of the office. But the truth is...they. don't. work.

Never have. Never will.

There are a few reasons for this.

Firstly, and most importantly, they're. a. cliche. And cliches of any kind in branding = borrowing = brand dilution.

Secondly, they're. very. lazy, which means maybe your company is lazy too in the eyes of the consumer.

Thirdly, they talk to the consumer in a robotic rather than real way. Very. Bad. Idea.

Fourthly, they're usually pompous and create distance rather than connection.

The only three worder that could, and I stress could, work is one that pokes fun at the very notion and use of the three-worder itself. Self reverential stuff like that can have a certain charm, although it's at best a short-term stopgap, rather than a long-term brand builder.

Big brands should steer clear because they should know better. Mid-sized brands should give them a wide berth because they want to be big brands, and SMBs should avoid them, because they lower rather than elevate visibility.

My advice as a Tagline machine is simple. Always. Steer. Clear