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New favorite worst tagline

For a while Saab’s tagline of “Born from jets” and the Army’s tagline of “Army strong” have been fighting it out for what I feel is the worst corporate tagline.
I think tonight I got a new favorite when I saw the new tagline for Sargento Cheese – “Persnickety People. Exceptional cheese.”. Persnickety? Really? This bizarre choice makes it sound like the cheese they would have for Harry Potter at school.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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