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How To Craft A Tagline

How To Craft A Tagline

by Amy Plotch | Jan 10, 2018

On a Sunday shopping trip to Fairway, I stopped in front of a stack of water bottles emblazoned with the words, “Overachieving H2O.”   What possessed a water company to write that tagline? Is overachieving water better than “smart” water or healthier than “natural”...

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