A brand that captures the mind influences actions and decisions, while one that captures a feeling fosters commitment and loyalty. Marketers aim for both behavior and commitment but remember that brands change infrequently.

Compelling headlines can quickly drive behavior, whereas taglines—short, memorable phrases that captures a brand’s essence—build emotional connections over time. Taglines can inspire and motivate, often seen as more powerful than logos. A logo may lack meaning on its own, but a tagline creates an emotional bond, as demonstrated by Ford’s “Quality is job one.” First impressions matter.