I've spent the past few weeks working on a rather large regional pitch (which included a "planning tribe" of 15 planners from around the network -but thats a whole other story), and have consequently spent a great deal of time crafting new brand positionings, organising ideas, proposition statements and endlines.
Always interesting, that process of trying to distil down all of your thinking into one thought, or even one word. For some, this is the Holy Grail of what we do, whether it is a planner's strategically complete yet creatively fertile proposition or the creative's perfectly apposite endline.The 'gold standards' are always discussed, from BMW's "The Ultimate Driving Machine" to Apple's "Think Different".
But the one that everyone seems to lionise is Nike with "Just Do It". Now, there is a certainly a clear insight and a leap of strategic brilliance to "If you have a body, you're an athlete". But have a look at Dan Wieden telling a story about the birth of what is probably the most famous tagline of all time: