to discern a single brand identity for the company. Lastly, in order to fasten the link between a tagline and brand identity, many taglines incorporate the brand name. Citibank's "Because the Citi never sleeps" and Finish Detergent's "Brilliant cleaning starts with Finish" are examples. However, some brands may purposefully choose to leave out their names so that their taglines or slogans don't impair future brand extensions. Whether they're called endlines, straplines, signatures or payoffs, taglines and slogans are an integral tool to building brand equity. The best lines go above and beyond their original purpose of pushing a product. They become a part of our everyday lingo, and lodge themselves into society's collective consciousness. In today's Twitterobsessed culture, these bitesized chunks of verbal branding are the perfect medium to express a brand's identity. "Just Do It" is one of the most famous and successful taglines in history. Succinct, inspirational and memorable, it helped propel Nike to its legendary status.
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