A great feature on the BBC website looks at corporate slogans, those tags or straplines accompanying a corporate brand.

Some good examples from companies, principally in Europe, of the types of brand promise such slogans (hopefully) evocate and which arguably have been pretty effective over the years. At least, they all resonate with me:

• Carlsberg: “Probably the best”
• Tesco: “Every little helps”
• O2: “See what you can do”
• Honda: “The power of dreams”
• McDonalds: “I’m lovin’ it”
• John Lewis: “Never knowingly undersold”
• British Army: “Be the best”
• HSBC: “The world’s local bank”
• L’Oreal: “Because you’re worth it”
• Ronseal: “Does exactly what it says on the tin”

That last one, from Ronseal, has passed into common expression. I often hear someone using that slogan in reference to, say, a communication programme as a metaphor for what you expect it to achieve.

A couple of others I’d add:

• Orange: “The future is bright”
• Nokia: “Connecting people”

What are your favourites?