If you can’t say it in one line, your customer won’t remember it in ten. Great brands are built on single lines that become mental shortcuts. Not paragraphs. Not pitch decks. A line. One idea. One phrase that tells the world exactly what you’re about. “Just Do It.” “Think Different.” “Because You’re Worth It.”

These lines don’t describe products. They describe belief. And that belief becomes a signal. A filter. A flag people gather around. When Bounty promised to be "the quicker picker-upper," they weren’t selling paper towels—they were selling control in moments of mess. When M&M’s said "Melts in your mouth, not in your hand," they weren’t describing ingredients—they were describing experience.

Too many brands try to be everything to everyone. But the ones we remember? They found the line that said everything without saying everything. Don’t aim to summarize. Aim to sharpen. Find the one idea that makes your brand unforgettable—and say it until others say it for you.

Because in the end, if the line lands, the brand stands. (iykyk — and if you don't, call us. We can help.)