The best ones are brief, and applicable to other parts of life besides just the product itself. A multimillion dollar advertising blitz doesn't hurt, either

Nike's "Just Do It" comes to mind. Chevrolet's "Like a Rock" campaign was memorable, too.

I think the key is to evoke a positive emotion, rather than to just describe.

Amie, I wish you'd post more. It's nice to have you, Ian and Alan involved in dialog periodically.

bibere usque ad hilaritatem