That little statement underneath your organization’s name has to be powerful and to the point.

By Richard Deveau

During the Q-and-A segment, someone in the audience mentioned a book she had read about branding where the author stated that you should never, ever use words in your taglines that end with “ing.” And she wanted to know my thoughts.

I hadn’t heard this particular “rule” before. And I’ve been around for a while, having spent 20 of the last 26 years working for advertising agencies as a writer for such clients as Polaroid, Red Lobster, General Electric and Ducati Motorcycles, before beginning to work for agencies that serve the nonprofit sector several years ago.