These taglines focus on the alignment of a company with a recognized class or category that lends it prestige and credibility, and gives it new meaning or added value. For example, many companies in the late 1990s jumped on the bandwagon with taglines that leveraged their critical role on the World Wide Web. Alignment taglines are ideally suited to any organization whose sphere of associations and alliances is central to its identity and success.
| My life. My card. |
American Express |
| The world’s networking company. |
AT&T |
| Better sound through research. |
BOSE |
| Hope, triumph, and the miracle of medicine. |
Bristol-Myers Squibb Co. |
| The way to fly. |
British Airways |
| For negative people. |
CameraWorld |
| Turning partnership into energy. |
ChevronTexaco |
| Empowering the Internet generation. |
Cisco Systems |
| The most trusted name in news. |
CNN |
| Look, Ma, no cavities! |
Crest |
| We move the world. |
DHL |
| Yellow. The new Brown. |
DHL |
| The miracles of science. |
DuPont |
| When you’re crazy for chicken. |
El Pollo Loco |
| Don’t just travel. Travel right. |
Expedia.com |
| Babies are our business. |
Gerber |
| I can’t believe it’s not butter. |
ICBINB (Unilever BestFoods) |
| 100% juice for 100% kids. |
Juicy Juice |
| MGM means great movies. |
MGM |
| Beef. It’s what’s for dinner. |
Nat’l Cattlemen’s Beef Assoc |
| Pork. The other white meat. |
National Pork Board |
| Software powers the Internet. |
Oracle |
| Where the pets go. |
Petco |
| The uncola. |
7-Up |
| Nobody doesn’t like Sara Lee. |
Sara Lee Foods |
| The network is the computer. |
Sun Microsystems |
| If it’s not SuperSoil, it’s just plain old dirt. |
SuperSoil |
| Think outside the bun. |
Taco Bell |
| Drivers wanted. |
Volkswagon |
| We’re moving beyond documents. |
Xerox |
| Where’s the beef? |
Wendy’s |
| The breakfast of champions. |
Wheaties |
| For a living planet. |
World Wildlife Fund |
|
