In my work I sometimes get involved in developing taglines. But one of the most successful ever came out of a volunteer involvement. I was on the board of Meals on Wheels, and we were looking for a way to connect our familiar brand – people delivering hot meals by car – to a broader mandate that involved transportation, visiting and other services. A colleague on the board (a brilliant ex-journalist and Dean of Journalism) came up “Independence is what we’re driving at.” Genius! Short, punchy, and full of meaning. Two decades later, I’m pretty sure it’s still in use.

Taglines that work, really work. They convey the ethos of the organization quickly and easily, wherever they appear. But they’re a rare breed.

There’s a law firm in umm, let’s call it a mythical Ontario town, with the proud tagline: “Advantage. Created.”

So what’s with the period? Do each of the words stand alone? Don’t think so. I guess it just kinda looks cool – somehow more meaningful than the phrase without the period?

I’m seeing more and more  taglines with these inexplicable periods. Adding a period doesn’t make a tagline mean anything more or different. Often it just adds confusion. If you want more meaning and impact in your tagline, think a little harder.