Most people laugh at situations rather than a tagline anyway.
I'm taking the name The Situation and I'm... like, I don't know, I'm turning it into The Corporation or something.
Company naming is a key part of the branding process, but it's subject to contrasting tastes and an illiquid domain name market that results in startups wasting their time during the branding process.
I've been on TV a long time, and I've never had a catch phrase.
In 1997, I was working with Greg Wilson of Red Ball Tiger, our ad agency at the time, when he came up with an addition to the famous slogan 'I guarantee it' that I was known for saying.
'Shaka' is my catchphrase. Emeril got 'bam,' I got 'Shaka.'
As for Colt 45, I am very proud of my endorsement of the product, and it still 'Works every time.'
'WWE Redefined' has become my new catchphrase.
What is your favorite 'Housewife' line? Mine is, 'Who does that?' We all say it. Every Housewife in every city has said it at least 17 times during her reign.
I started at HSN in May of 2006, and by October, we had rolled out a new brand image, a new tagline, a new vision statement, a new customer manifesto, and new advertising.
'High Concept' means a book or a film whose core idea can be stated in a single sentence, such as 'Arnold Schwarzenegger and Danny DeVito are twins.' Or, 'Arnold is pregnant.'
I do feel strongly that we have got to do a little brand-positioning work. Wouldn't it be great to have something that everybody could say: 'Yep, that's Chicago.'
Commercials used to have such a serious tone to them or a really corny tone.
