Making Your Old Brand New: How to Reinvigorate Your Brand With a Memorable Tagline
http://www.iabc.com/cwb/archive/2005/0405/taglines.htm

Swartz, Eric
Communication World Bulletin
2005

Abstract:

In the customer's mind, your brand is forever being weighed, measured, compared and tested. To ensure its continued vitality and effectiveness, refresh and reaffirm your brand on a routine basis. The question is: How can you breathe new life into your old brand without reinventing the wheel or busting your budget? Think tagline.