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Explain the company's commitment.
Maybe your company doesn't sell a "unique" product or service; nevertheless, the slogan still needs to differentiate the company from other competitors. Often times, winning slogans will explain a company's dedication to its customers. Slogans devoted to customer service, especially ones that guarantee quality and satisfaction even if it's at the company's expense, play extremely well with the public. So if other companies sell the same products as your company does, let them; instead, sell the public on trust and customer care. Example: "We're number two, so we try harder." (Avis)