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There are different types of taglines for different types of company strategies and company styles.

• Descriptive describes the service, product or brand
• Provocative provoke thought
• Specific establishes leadership in an industry
• Imperative demands action
• Superlative positions the company as best in its class

Ask yourself:
1. Does your tagline fit one of the above types?
2. Can it be tweaked to fit one?
3. If so, which one fits your company strategy and style best?

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