We always knew UPS probably had the worst tag line.

“Synchronizing the world of Commerce”

Al Ries said it was… Vague Sounds like it was written by a committee Self centered No suggestion of a benefit to their clients Immodest “we are the sun in the solar system of commerce” Hard to read: Long words + moving vehicle = missed opportunity. Al Ries also said good branding requires two elements: a visual hammer and a verbal nail. The brain stores ideas as words, so brands need to be distilled to their essence, a verbal nail.

But now with this ad from FedEX (whose tag line is “Relax it’s FedEx“) we know which company rocks. However, UPS still have the best delivery persons – I’ll give them that.

Raven Design have a special offer on all “tag lines” this week.