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Ulimately, whatever the phrase is, it needs to speak primarily to the audience, not speak of the offerer.

I saw a brilliant billboard last week, from Charles Schwab. Eight letters, punchy, with the meaning digested in milliseconds...

IRA. or IRS.

Brilliant!

valeria, i was amazed by a snowboard store tag at les deux alpes: freeride is not a fashion.
simple, straight, effective: do not mess around if you are not rally into freeride.

Valeria, the emotional connection is important. A competing coffee chain in Minnesota uses the tag, "Life is short. Stay awake for it." By way of comparison, I still like the experience I get at a Starbucks. I agree that everything is an experience - that isn't old to me just yet...I'm finishing the last drop!

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