“If everyone is thinking alike, then someone isn’t thinking.”

George S. Patton, General U. S. Army

"It is better to keep your mouth closed and let people think you are a fool than to open it and remove all doubt."

Mark Twain

"The ancestor of every action is thought."


"All that we are is the result of what we have thought."


"When you are not told what to do you begin to think what to do."

Roger Cohen, Op-Ed Columnist New York Times

"No problem can withstand the assault of sustained thinking."


"Never be afraid to sit awhile and think."

Lorraine Hansberry, A Raisin in the Sun

"You and I are not what we eat; we are what we think."

Walter Anderson, The Confidence Course

"Did you ever stop to think, and forget to start again?"

Winnie the Pooh

"Time to think matters ─ at least if we’re interested in getting the answers right."

Stephen L. Carter

"Thinking is always out of order, interrupts all ordinary activities and is interrupted by them."

Hannah Arendt, Life of the Mind

"Too often we…enjoy the comfort of opinion without the discomfort of thought."

John F. Kennedy

"The trouble with most people is that they think with their hopes or fears or wishes rather than with their minds."

Will Durant

"Thinking is like living and dying. Each of us must do it for himself."

Josiah Royce

"Some people get lost in thought because it's such unfamiliar territory."

G. Behn

"The world we have created is a product of our thinking; it cannot be changed without changing our thinking."

Albert Einstein

"Pursuing our thoughts in silent contemplation takes an investment in time that few can spare."

Stephen L. Carter

"A moment’s thinking is an hour in words."

Thomas Hood

"Sometimes I think and other times I am."

Paul, Variete: Cantiques spirituels 192

"To think is to differ."


"To think is to live."


"A great many people think they are thinking when they are merely rearranging their prejudices."

William Jones

"What we think, we become."


"Our job is not to make up anybody’s mind, but to open minds and to make the agony of the decision-making so intense you can escape only by thinking."


"The person who thinks before he speaks is silent most of the time."


"Think ─ and you will be very lonely."


"Thought is action in rehearsal."


"We live in a world that leaves very little time to contemplate."


"Don’t worry too much about what people think because they seldom do."


"Invest a few moments in thinking. It will pay good interest."


"One cannot think crooked and walk straight."


"Think Differently + Do Things Differently = Better Results"


October 10, 2016

Taglines: The Good. The Bad. The Many.

Tags: Promotion, Branding,

I might love to be an Oscar Mayer Wiener (then everyone would be in love with me.). But if I were a tagline, I’d prefer to be a Marine (The Few, The Proud.). What’s not to like about this simple, powerful statement? Well apparently, the Marines themselves are having second thoughts about it. Later this year they plan to introduce a new ad campaign and are considering incorporating a different tagline. Time to Think different (Apple).

According to Marine Corp recruiting spokesman Lt. Col. John Caldwell, the current slogan “does a great job distinguishing ourselves from the other branches and making us prestigious to recruits, but it doesn’t say anything about what we do or why we exist.”

In other words, Where’s the beef? (Wendy’s)

The Lieutenant Colonel promised that the new slogan’s focus will be on “everything we do as a fight – a fight that we intend to win.”

This “fight” will be based on three concepts:

Fighting self-doubt to become a Marine.

Fighting the nation’s battles.

Fighting for what’s right in our communities.

It will differentiate the Marines from all the other armed services and underscore “the elite — almost spiritual — standards the nation has for Marines,” said Caldwell.

Think big (IMAX).

According to J. Walter Thompson (Time is the new currency), one of the nation’s largest ad agencies and the creative group behind the current tag and the new campaign roll-out, this popular slogan has been in use since 1977 although not exclusively.

Other recruiting slogans over the past 40 years have included, If Everybody Could Get In The Marines, It Wouldn’t Be The Marines, and We’re Looking for a Few Good Men (a great line in its day, ladies).

Their competition is out there with Army Strong, America’s Navy and Aim High (Air Force).

So it’s obvious the Marines win the prize for turning a memorable phrase.

I doubt they will Think small (Volkswagen) when it comes to crafting their new slogan but it will be almost impossible for them to top what they have now.

But then again, Impossible is nothing (Addidas) to the United States Marines.



Anita Alvare (bio)/Alvare Associates/610-520-6140

Marines  J. Walter Thompson  Army  Navy  Air Force.

Since establishing Alvaré in 1981, Anita has guided the agency through more than 30 years of steady growth and success. A marketing communications entrepreneur who has done it all, she remains deeply involved in strategic planning and creative direction, bringing extensive knowledge and insight to each client project.


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Comments (1)

Chuck Alvare

The slogan that I always liked, re: the Marines, is “If you absolutely, positively need it broken overnight. US Marines.” One of the few departments of the federal government that actually works.