Good taglines are hard to come by, which is why so many brands choose to not have one. This is a mistake. A company name and logo, and all the bullet points in the world do not have the same, lasting impact that a tagline does. Sometimes a company’s name can tell us what the business does, or what product or service it provides. And sometimes, brands are based on a person’s name, location, or they’re merely invented or license plate words that keep us all guessing. It seems the attitude is that if you can’t come up with something as iconic as “Just Do It!” then what’s the point?