‘Make something you love': How agencies got their mantras

by Tanya Dua
Google’s “Do the right thing.” Nike’s “Just Do It.” McDonald’s’ “I’m lovin’ it.” Brands’ detailed mission statements might never make it out of their internal company handbooks, but their slogans, tag lines or mantras — call them what you may — take them far and wide. Agencies, as natural sloganeers, recognize the importance of this standard exercise in brand identity.Read the full article