25 best-loved advertising taglines: do you agree?

Forbes just had a panel of marketers rate their favorite taglines of all times. It makes for interesting reading, some trips down memory lane and the natural pondering of how I would change the list. Here are the top five:

  1. BMW: “The ultimate driving machine”
  2. Nike: “Just do it”
  3. American Express: “Don’t leave home without it”
  4. Avis: “We try harder”
  5. Milk Producers: “Got milk?”

This is a pretty strong list. Each tagline is a succinct expression of its brand personality and brand proposition; clarity of these two points allows marketers to help agencies write great taglines.

Here are my opinions on what I consider overrated entries:

  1. Dunkin Donuts: “Time to make the donuts” (It must have been a regional campaign because I don’t recall it.)
  2. Virginia Slims: “You’ve come a long way baby” (Something seems wrong about cigarettes as special treats.)
  3. Hallmark: “When you care enough to send the very best” (A bit over the top for me. Should someone who gets a card care that it has Hallmark on the back?)

I’d replace these three with:

  1. Memorex tapes: “Is it live or is it Memorex?” (A strong positioning as the best in its category.)
  2. Ford trucks: “Built Ford Tough” (If Chevy’s “Like a Rock” makes the list, Ford should be there as well.)
  3. Continental Airlines: “Work hard. Fly right.” (I like how this communicates with both the passengers and the employees in different  ways. It was part of the turnaround of a previously poorly run carrier.)

Now it’s your turn. What should come off the list and what should be added? I know you have an opinion.