Having worked briefly as a copywriter, crafting advertising slogans, though waning in relevance, is the single most compressed practice of wit, cleverness and marketing acumen: say everything you need to say in the fewest words possible. Sometimes, as in the case of some of my clients, not having a slogan produces the best results.

I have a longstanding admiration for Avis' "We try harder." Sure enough, it's come out as one of the top slogans in this Hall of Fame (of sorts). My new favorite: "Heineken refreshes the parts other beers cannot reach."