A good line is memorable, but a great line is memorized, and sometimes "simple" gets a lot more done than "snappy". On this episode of The Briefcase, Ric Tyler talks us through some of Sutherland Weston's marketing miracles, and talks about the qualities of a solid catchphrase.

What you'll learn:

• Not everyone will sing your jingle, but with a catchphrase or slogan, you have a bigger audience you could reach.

• A line could be- and should be- tweaked to be more memorable if the opportunity arises. "Don't forget your rope" can be said a lot easier than "grommets"!

• A good line on paper will often be outshined by a great line in practice: even if something reads weak, it might turn out very strong when used.