Every company has a unique brand of distinction. It lives deep down in the soul of every organization. It’s the true meaning of why you are unique. It is the collective sum of all the history, emotions, thoughts and stereotypes that exist about a company. But, sadly enough, most companies never take the time to discover what theirs truly is.

Anyone who has ever gone through the experience of developing a company tagline knows just how difficult this process can be. How do you deliver a memorable message in a single, short sentence?

We’ve all seen them. Sometimes we’re at home flipping through a magazine or trade journal. Maybe you’re driving in your car listening to the radio. Or you’re sitting at home watching television. Suddenly it happens—that great ad that just grabs your attention and makes you want to buy.

So what makes a good ad a great ad?

Just do it. Breakfast of Champions. We try harder.

What do these taglines have in common? They are all examples of memorable taglines that brilliantly positioned their company’s brand and helped propel them to new heights.

A recent study just reported on some interesting research: when doctors explained to their patients how a new medicine would work by using a metaphor to describe the process, the drug actually worked better.