Working on creating a tagline for a seafood company. A special seafood company, one that will provide a sustainable, healthy, delicious supply of a wonderful marine white fish, cobia (aka lemonfish) using open ocean aquaculture methods, unlike traditional fish farms. Using the new era technology is enviromentally respectful to the oceans and their stakeholders. Like everyone on earth.
Back to taglines. I have noticed some from really big firms that really stink:
Connect Together – Which ad guru came up with this one for Safeway? Is there any other way to connect?
Moving Forward. I should hope so. It’s a car.
Reach Higher. Do you think you could be any more generically meaningless?
Born From Jets. Well, so are BMWs, Mitsubishis, etc. And, who gives a flying thimble? BMWs are also born from Gas Chambers (Bayerische Motoren Werke made them during WWII.)
Grab Life By The Horns. Judging by Dodge's reliability record (Ram Tough, my butt) you'll actually be grabbing your mechanic by the neck. Often.
Work Hard. Fly Right. I hate this Continental Airline tag. I work any way I choose. And my work does not include flying planes.
It truly surprises me that creative advertising agency minds and fantastic marketing geniuses at big firms can come up this stuff like this.