100 GREAT BUSINESS IDEAS • 71A firm should be able to summarize its business and approach in
a single concise statement.
The idea
Quick and effective communication is viewed by many as a
cornerstone of modern business. In light of this, it seems natural that
many organizations have developed a way of summing up the most
important aspects of their business in a memorable and impressive
“bumper-sticker” tagline. Notable examples of organizations that
use this tactic include:
-^ Virgin: “Debunk the establishment, business as fun.” This
statement reinforces the company’s image as rebellious,
confi dent, and daring within the corporate world.
-^ BMW: “The ultimate driving machine.” Underlining its status
as the most superior luxury-car brand, BMW strives to appear
as the most impressive option in a competitive market where
status is vital.
-^ Federal Express: “Guaranteed overnight delivery.” Showing off its
core competency and proposition in three words, this statement
reminds customers of its reliability and speed, while reminding
employees of the importance of timely delivery.
The benefi ts of a good bumper-sticker slogan are not just in
winning over customers—it can be useful for communicating
with employees too. While the examples mentioned were for entire