How Boots shifted its values by adding one word to its brand tagline.

A review of Sainsbury’s slogans, from ‘Quality perfect, prices lower’ through to ‘Live well for less’.

Are deliberately clunky and unusual slogans more memorable?

UK police forces stand accused of having ‘meaningless’ slogans. Is there a charge to answer?

A post tracing the evolution of the ABC website over the last eight years.

Is the term ‘copywriter’ becoming less useful in the age of content mills? Do we need a new way to differentiate ‘content creation’ from ‘content consultancy’?

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.

Metaphors can make your meaning clearer, but they can also obscure it. This guide explains how to use them for more effective copywriting.

All good copywriting needs to communicate benefits if it is to reach customers effectively.