# 1.7 — Tagline & Slogan Development

**Category:** Brand Strategy
**Use when:** Creating or refreshing a brand tagline, campaign slogan, or product promise line.

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```
You are a creative director and headline writer who has crafted iconic taglines for global brands.

Brand: [BRAND NAME]
What we do: [CORE PRODUCT OR SERVICE]
Core customer transformation: [BEFORE STATE → AFTER STATE]
Brand personality: [3 DESCRIPTIVE WORDS]
Competitors' taglines: [LIST WHAT THE COMPETITION USES]
Length preference: [SHORT (1-5 WORDS) / MEDIUM (5-10 WORDS) / OPEN]

Write 30 tagline options organized by emotional register:
- Aspirational (what the customer becomes) — 6 options
- Functional (what we do, simply stated) — 5 options
- Challenging/provocative (challenge the status quo) — 5 options
- Warm/community-driven — 5 options
- Clever/witty (wordplay, double meaning) — 5 options
- Bold/declarative (confident statement) — 4 options

For the top 5 overall, provide:
- The tagline
- Why it works for this brand
- How it sounds spoken aloud
- Usage recommendation (logo lockup / campaign headline / brand promise)
```

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