Do you wonder what some corporate brand/marketing teams do when they get tasked with delivering a powerful new company strapline? Call the advertising agency usually comes top of the list. Some teams will try and work it out for themselves employing their expert knowledge of company culture and ethos. I’m never sure whether the objective external view is better than the more informed but subjective internal perspective but how often can you point to a great contemporary tagline, end-line or sign-off? Increasingly unlikely in my view.