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Commands action, usually starts with a verb.
Examples: Just Do It; Think Different; Open Happiness
Describe the product, service or brand promise.
Examples: Expect More. Pay Less; Imagination at work; Ideas worth spreading
Claims of superiority or uniqueness
Examples: A diamond is forever; King of Beers; Ultimate driving machine
Thought-provoking or intriguing statements
Examples: Got milk?; Where else?; Where's the beef?
Focuses on a particular feature or benefit
Examples: We Have The Meets; Happy hunting; Love the skin you're in; Drivers wanted
