Vote: Which Tagline Do You Like Best?

About two weeks ago, I asked you to vote on whether or not we should retain the use of “Since 1798” with the corporate logo. Over 400 people voted. Fifty-five percent of those voting said, “yes, keep using it.”

A couple of people commented that they didn’t think this should be an either/or proposition. They suggested that we may want to retain the use of “Since 1798” in some versions of the logo and not in others. The design committee met, and we agreed.


Right now, we plan to use “1798” in product applications but delete it in marketing applications. Linda Bourdeaux, our Director of Design, is updating the style book now. I am very pleased with this direction.

In marketing applications, we plan to replace “Since 1798” with an appropriate tagline. This is a common practice today. We want something that encapsulates our Company’s purpose. Here are a few of the more famous taglines (with thanks to Snark Hunting):

  • A mind is a terrible thing to waste. (United Negro College Fund)
  • Be all you can be. (U.S. Army)
  • Can you hear me now? (Verizon)
  • Don’t leave home without it. (American Express)
  • Fly the friendly skies. (United Airlines)
  • Friends don’t let friends drive drunk. (U.S. Dept. of Transportation)
  • Got Milk? (California Milk Processor Board)
  • It takes a lickin’, but it keeps on tickin’. (Timex)
  • Just do it. (Nike)
  • Let your fingers do the walking. (Yellow Pages)
  • Look Mom, no cavities! (Crest)
  • Melts in your mouth, not in your hands. (M&M’s)
  • Reach out and touch someone. (AT&T)
  • Sometimes you feel like a nut, sometimes you don’t. (Almond Joy/Mounds)
  • Tastes great, less filling. (Miller)
  • The ultimate driving machine. (BMW)
  • Think Different (Apple)
  • Time to make the doughnuts. (Dunkin Donuts)
  • Wassup?! (Budweiser)
  • We bring good things to life. (General Electric)
  • We try harder. (Avis)
  • When you care enough to send the very best. (Hallmark Cards)
  • Where’s the beef? (Wendy’s)
  • You deserve a break today! (McDonalds)
  • You’ve come a long way baby. (Virginia Slims)

As I said, we would like something that clearly communicates our purpose and, hopefully, our distinctive advantage. The design team came up with a list of more than 20 and then boiled it down to these five:


Before you vote, you may want to re-read Our Purpose. Then, tell us, which tagline do you like best? You can also use the comments section (below) to elaborate or propose alternatives that we have not considered.

Thomas Nelson Tag Lines

Which tag line do you like best?

One House. Many Stories.
Inspiring Lives—Changing the World
Come In. Be Inspired.
Inspire Your World
Inspiration for Life

Technorati Tags: , , ,

Get My New, 3-Part Video Series—FREE! Ready to accomplish more of what matters? 2015 can be your best year ever. In my new video series, I show you exactly how to set goals that work. Click here to get started. It’s free—but only until Monday, December 8th.

Get my FREE video series now!

Please note: I reserve the right to delete comments that are snarky, offensive, or off-topic. If in doubt, read My Comments Policy.

  • Sherrie Allen

    I think as a Christian is our responsibility to place the tools for “inspiriation” in the hands of that they may go out and change their world. The first leaves no note of our mission statement at all…it’s very none pun intended. The third one just denotes what most churches are struggling w/ right now…bringing in lost souls…saving them and no discipleship…hence “inspiring lives” but not training them to “Go ye, therefore”…Almost a “sit and soak” mentality. The Next one is much the same as the the third. I like the the last but it really is the the second one that embodies what our mission says, I believe.


  • Rhonda Lien

    While all of the taglines are hard to choose from because I believe we fit in all of them. The “Inspiring Lives, Changing The World” stands out the most. We dare to be different and go beyond our means to spread God’s word. In the Future everyone will know Thomas Nelson for changing the world and Inspiring Lives.

  • Susie Koch

    I guess I do have an alternative suggestion. I woke up one night and this is what exactly what was on my mind. Just these words: “One Heart, One Faith, One Home.”
    Honestly, I don’t get these ‘revelations’ so to speak. But it was so imprinted on my mind I sat up, grabbed a paper, wrote it down, and put it in my purse. I didn’t think I’d be asked my opinion on the matter, so there it has been until I received your blog.

  • Nancy Pasch

    Reflecting and moving toward “The Light”

  • Pete Nikolai

    I also believe we should be mindful of what the “Since 1798″ tagline communicates in context. For example, we previously used it on book covers below the imprint’s logo:

    J. Countryman
    A Division of Thomas Nelson Publishers
    Since 1798

    Countryman has not been a division since 1798. I also believe we need to be careful that our logo does not say a book has been “Published by Thomas Nelson since 1798″ since we have not had any books in print that long (other than the Bible).

  • Anonymous

    Inspiration for life’s Journey

  • Wayne Zeitner

    Since there’s no ballot option for “None” or “Other” or “Comments”, let me explain why I won’t be voting. I’m not sure a tagline helps us or our customers.

    I voted last time against keeping “Since 1798″, on the general principle that in logo-ing, less is more. But mulling over this list of taglines I’d now vote to put the date BACK into our marketing iterations (or leave the space blank). The list of sample taglines didn’t include any “omnibus content” companies like record labels, movie studios or publishers. There could be a good reason why these folks avoid taglines.

    Reading our list of nominees reminded me of the tagline used by Sally Field: “You like me! You really, really like me.” If you have to say you’re inspiring, it raises suspicion that you might not be. Doesn’t the content of our products define who we are? (Prov. 20:11)

  • Larry

    I liked the old phrase that was said before “We inspire the world.” I would like to see the word inspire remain, but in a more proactive manner on the tagline – Something perhaps like “Inspiring your world.” This connects us with the consumer.

  • Kimberly Stephens

    I noticed something interesting with this list of famous slogans. Fourteen of them directly say “you/your” or imply it with an imperative statement. Many of those statements have transcended use as a company slogan to be incorporated into our speech patterns. How many of us have told someone to “Just do it”?

    In Bibles, we are being challenged to become customer-focused, to think about what the customer wants and needs and to meet that need. That kind of thinking just makes sense in today’s world. We live in a culture that is all about “me” and “what have you done for me lately”.

    As we seek to brand Thomas Nelson, I don’t think we can afford to become self-focused. We need to translate who we are and what we do into what the customer will gain from our organization and our products.

    It’s not about us.

    With that in mind, only two of the five options are customer focused: “Come in. Be Inspired.” and “Inspire your world.” They both speak to our purpose of inspiring people, but I’m not sure most people understand the concept of the “House”. That’s publisher-speak. But the desire to inspire, make life better for yourself or others, or create change is universal.

    That’s why I voted for “Inspire your world.” No, I don’t think the claim is too bold. Great slogans make audacious claims. “When you care enough to send the very best” and “Be all you can be” come to mind.

  • Vance

    Unless it has already been taken. I vote for Larry’s “Inspiring Your World”. It says it with simple elegance. :) Can we add this to the list of options?

  • Michael Hyatt


    These are come good comments. I can see where that would be confusing—certainly not what we intended to communicate!


  • Russ

    “One House, Many Stories” is by far the most appropriate for a publisher of books; it is thoughtful and inviting. The others sound like sentimental, sappy cliches. Of course, if you’re seeking to please the evangelical marketplace, maybe sappy and sentimental is the better choice.

  • Regular Visitor

    I agree with Russ. Not an employee, but avid reader of this blog. After the previous posts on author criteria, the culture and values of the company, and the fact that TN doesn’t publish ONLY inspirational (read: “devotional”) literature, it seems to me that the “many stories” line fits well.

    You don’t seem to be constrained by a narrow worldview in the bad sense that some “Christian” publishers have, but based on what I’ve read on this blog you strive for a variety of creative, authentic and spiritually uplifiting works that challenge, inspire, and perhaps just “wholesomely entertain” your readers within the broader (and best) values of Christianity.

    That said, I’m not sure “One House, Many Stories” conveys the faith-based values of TN as well as some other do, but I really think the “many stories” tag goes a long way to opening up your market (and your witness) to potential readers who might not otherwise buy titles from a “Christian” publisher.

    Thanks for your helpful, thought-provoking, and inspiring posts. I feel I always learn something about being a better businessperson, citizen of the world, or Christian after reading them.

  • Michael Hyatt

    These are all great comments. I am reading every one. I appreciate you taking the time to give me your thoughts. Thanks!

  • Russ

    Actually I thought the “One House…” conveyed a sense of Christian identity since it sounded to me like an allusion to Christ’s promise that “in my Father’s house there are many rooms.” Admittedly this might be too obscure a reference for a good slogan (on the other hand, perhaps it is good for a publisher to have a multi-layered slogan). I’m put off by “inspiration” – it’s a good word that has been too often devalued to mean generic good feelings.

    And I like the direction this blog has gone the last couple of months – it’s on the top of my list on my rss reader.