Too often marketing taglines or slogans are irritating (“Ring around the collar,” Wisk), inane (“We’ll get you there,” Delta), or thankfully forgettable (“Creating value through excellence in innovation, quality and people,” BF Goodrich).

Bad taglines are easy to spoof. Anyone can do it and everyone does.

And no one, either marketers or consumers, believes a purchase decision is made based solely upon a slogan. No wonder taglines are sometimes held in disdain.

Yet, when strategic, a tagline can be a valuable communications tool. Here are some famous examples:

Some taglines help build name recognition:

• Tastes so good cats ask for it by name. (Meow Mix)
• With a name like Smucker’s … it has to be good.

Some define the brand’s category:

• When it absolutely, positively has to be there overnight. (Federal Express)
• Plop, plop, fizz, fizz, oh, what a relief it is! (Alka Seltzer)

Some highlight a brand attribute:

• Please don’t squeeze the Charmin.
• Does she or doesn’t she? (Clairol)
• Finger lickin’ good. (KFC)
• When it rains, it pours! (Morton Salt)
• It takes a licking and keeps on ticking. (Timex)
• So easy a caveman can do it. (Geico)

Some promote repeat brand experiences:

• Reach out and touch someone. (AT&T)
• Look, Ma, no cavities! (Crest)
• When you care enough to send the very best. (Hallmark)
• Betcha can’t eat just one. (Lay’s)
• Got milk? (California Milk Processor Board)
• Don’t leave home without it. (American Express)

Some  build affinity with customers by inspiring them:

• Just do it. (Nike)
• Be all you can be. (U.S. Army)
• It’s everywhere you want to be. (Visa)
• Breakfast of champions. (Wheaties)

Some position the brand vs. its competitors:

• We try harder. (Avis Rent A Car)
• The ultimate driving machine. (BMW)
• Have it your way. (Burger King)
• Nothing runs like a Deere. (John Deere)
• The Uncola. (7 Up)
• Think small. (Volkswagen)
• Where’s the beef? (Wendy’s)

For a perspective on how to develop effective taglines, read brand-positioning guru Al Ries’ list of four “glues” that make taglines “sticky.”

Which taglines do you think are effective? And which ones ill-conceived?