"Do the right thing" establishes a clear ethical stance, reflecting a commitment to integrity in a profit-driven world. The core tension between profit and ethics challenges both the brand and its audience to prioritize values over margins. This tone of reliability resonates deeply, creating trust without overt promotion. The imperative language style reinforces a sense of action and decisiveness, urging stakeholders to engage meaningfully.
Retail / Wholesale
Do the right thing
Ethical, Reliable
Business with Integrity
Deliver value while doing right by people
Profit vs. Ethics
Continually provide members with quality goods at the lowest possible prices
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Brand | Industry / Category | Original Tagline | Tone Words | concept | Brand Message | Core Tension | Brand Mission | Tagline Word Count | Language Style | Tense Used | Sentence Type | Literal/Figurative |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
Retail / Supermarket | Save Money. Live Better. | Frugal, Empowering | Accessible Prosperity | Affordable living for everyone | Price vs. Quality | Help people save money so they can live better lives | 4 | Imperative | Present | Command | Literal | |
Freelance / Marketplace | Work Without Limits | Professional, Flexible | Freedom to Work | Connect businesses and freelancers easily | Bound vs. Free | Redefine the freelance economy | 3 | Declarative | Present | Statement | Literal | |
Retail | Expect More. Pay Less. | Optimistic, Friendly | Smart Shopping | Affordable quality for everyone | Price vs. Value | Deliver joy through great design and quality at low prices | 4 | Declarative | Present | Statement | Literal | |
Marketplace | Now You Know | Smart, Helpful | Explore More | Design-led convenience | Lack of Time vs. Smart Tools | Make financial services more inclusive | 4 | Imperative | Present | Statement | Literal | |
Retail / Supermarket | Where shopping is a pleasure | Friendly, Clean | Pleasant Shopping | Make shopping enjoyable and easy | Chaos vs. Comfort | Make everyday shopping joyful | 5 | Descriptive | Present | Statement | Literal | |
Retail | Healthier Pets. Happier People. Better World. | Aspirational, Empowering | Design Your Life | Design-led convenience | Lack of Time vs. Smart Tools | Make exploration accessible and easy | 4 | Descriptive | Present | Command | Literal | |
Retail / Grocery | Fresh for Everyone | Welcoming, Familiar | Affordable Freshness | Serve communities with fresh, low-priced goods | Generic vs. Fresh | Provide freshness with fair prices | 3 | Declarative | Present | Statement | Literal | |
Furniture / Retail | Designed for Everyone | Functional, Welcoming | Design is for All | Affordable design for the many, not the few | Complexity vs. Simplicity | Democratize good design for the many | 3 | Descriptive | Present | Statement | Literal | |
Home / Marketplace | The New Way to Design Your Home | Reliable, Efficient | Smart Spending | Design-led convenience | Chaos vs. Simplicity | Make financial services more inclusive | 5 | Imperative | Present | Command | Literal | |
Retail / Home Improvement | How Doers Get More Done | Motivational, Practical | DIY Empowerment | Support customers in building and fixing things better | Amateur vs. Expert | Help customers complete their home improvement projects | 5 | Descriptive | Present | Statement | Literal | |
Marketplace | The global platform for style | Aspirational, Empowering | Design Your Life | Design-led convenience | Lack of Time vs. Smart Tools | Make financial services more inclusive | 6 | Imperative | Present | Command | Literal | |
Retail | The original sneaker consignment store | Playful, Youthful | Smart Spending | Shop with ease | Chaos vs. Simplicity | Help people live better with tech | 3 | Imperative | Present | Statement | Literal | |
Freelance / Marketplace | Freelance Services. On Demand. | Fast, Practical | Hire Instantly | Access freelance talent in minutes | Slow vs. Instant | Simplify hiring creative talent | 4 | Declarative | Present | Statement | Literal | |
Retail / Discount | Save time. Save money. Every day! | Efficient, Honest | Smart Savings | Help customers save on everything | Cost vs. Quality | Help families manage expenses | 6 | Imperative | Present | Command | Literal | |
Retail / Wholesale | Do the right thing | Ethical, Reliable | Business with Integrity | Deliver value while doing right by people | Profit vs. Ethics | Continually provide members with quality goods at the lowest possible prices | 4 | Imperative | Present | Command | Literal |
