Ah, taglines. It's like naming the band. It's more fun than the actual rehearsing. My brother, who is a fabulous musician, played guitar, drums and harmonica in high-school. He was in demand for garage bands. And he had a rule; no discussions about band names until the band had rehearsed for at least 10 hours, and until they had played at least one gig where there were more than 20 people in the audience. I'm not sure if there's an equivalent tagline rule, but maybe there should be.

I've only ever encountered a handful of taglines that actually do anything for the marketing of a product or company. Mostly they take up space. They are to marketing what puns are to humor; they're fun to mess around with, but not very substantial.

But while we're at it, try these on for size:

• The strategy of strategy
• No plans = no wins
• The playbook is the team
• Your brain on paper
• Go long
• It's time to play like you mean it
• Pay attention: this is real life
• Where the grown-ups come to play
• Your company's next championship season

I'd write more, but it would require alcohol and I'm already very sleepy.

- A

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