I love clever advertising. Love it, love it, love it. Of course, there does come a point when it stops being clever and starts being self-congratulatory silliness. A case in point is the humble tagline. Far from humble actually, a good tagline cane be the guiding light for a company. But a guiding light does not need a lot of bells and whistles. This is not the time for word play. Read more here.
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