Recently, Forbes.com ranked what it views as the 25 best-ever advertising taglines.

As discussed in a recent post, taglines (aka slogans) can be effective tools in support of various communications objectives. And, of course, some cleverly serve multiple purposes, such as Apple’s “Think different” and Chevy’s “Like a rock,” which refer to both the brands and their customers.

Here is what the taglines on Forbes’ list of 25 classics may be trying to accomplish (as well as the year they first appeared).

Some of the taglines highlight a brand attribute:

11. Great taste, less filling. (Miller Lite, late 1970s)

14. It takes a licking and keeps on ticking. (Timex, 1952)

16. Let your fingers do the walking. (Yellow Pages, 1964)

19. The milk chocolate melts in your mouth, not in your hand. (M&Ms, 1954)

Some build corporate identity:

20. We bring good things to life. (GE, 1972)

Some promote repeat brand experiences:

3. Don’t leave home without it. (American Express, 1975)

5. Got milk? (California Milk Processor Board, 1993)

9. You deserve a break today. (McDonald’s, 1971)

21. When you care enough to send the very best. (Hallmark, 1944)

25. Reach out and touch someone. (AT&T, 1979)

Some build affinity with customers by inspiring them:

2. Just do it. (Nike, 1988)

6. There are some things money can’t buy. For everything else, there’s MasterCard. (This is the tagline for the 1997 “Priceless” campaign.)

7. Think different. (Apple, 1997)

8. The Few. The Proud. The Marines. (U.S. Marines, 1976)

10. A diamond is forever. (DeBeers, 1944)

13. Friends don’t let friends drive drunk. (U.S. Department of Transportation, 1990)

15. Like a rock. (Chevrolet, 1991)

18. A mind is a terrible thing to waste. (United Negro College Fund, 1972)

23. You’ve come a long way, baby. (Virginia Slims, 1968)

24. Be all you can be. (U.S. Army, 1980)

Some position the brand vs. its competitors:

1. The ultimate driving machine. (BMW, 1971)

4. We try harder. (Avis Rent A Car, 1963)

12. Can you hear me now? (Verizon, 2002)

17. Where’s the beef? (Wendy’s, 1984)

22. Time to make the donuts. (Dunkin Donuts, 1982)

Many of these decades-old taglines are still in use, attesting to how well they work on behalf of their brands.

Which classic slogans do you think are missing from the list?

Note: Apologies to Blackglama, whose “What becomes a legend most” slogan was vandalized to create the headline of this post. Launched in 1968, it deserves to be on the list.