We’ve all seen double-meaning tagline examples before, but why are they so effective? 

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Brands that are able to make neural connections in the brain associated with the idea they want their audience to remember have a significantly greater chance own owning that position in their mind. 

With that, here’s what you’re going to learn First, I’ll show you why the strategic role of the tagline plays an important part in positioning a brand and how a double-meaning tagline can help the brain to associate a brand with a given position. 

Then I’ll show you some iconic examples of double-meaning taglines before breaking down the meaning behind them. 

Finally, we’ll identify the individual neural connections and associations that these brands make through their tagline and how that solidifies their position. 

In the end, you’ll understand the scientific reason behind why this type of tagline is one of the most potent tools in brand strategy and you’ll be inspired to develop your own for your brand. 

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