How to turn a ‘so what?’ or a drawback of the product into a plus point.

The pratfall effect makes imperfect brands more appealing. So why don’t marketers use it themselves?

Writing a tagline for your company can be a good way to add character to your brand, differentiate yourself and communicate benefits. This article looks at some of the main types of taglines, and the pros and cons of each, and discussed the special case of B2B taglines.