This document discusses effective strategies for company slogans and taglines. It identifies several archetypal message categories that many successful slogans fall into, such as "Beauty is balance" which presents a simple, memorable, compelling message. Other common categories include "Get the message right", "Don't just talk about it, be about it", "We are the category", and "Join us". The document advises that an effective slogan should be repeated extensively so that it sticks in people's minds and they repeat it themselves.