Wednesday, July 1, 2026
| Apple | Think Different. | Distinctiveness, inspirational | Von Restorff effect + self-actualization appeal | | Allstate | You’re in good hands with Allstate. | Trust-building, alliteration | High emotional reassurance; achieved ~87% brand identification in studies |
| American Express | Don't Leave Home Without It. | Contrast, benefit framing | Psychological positioning of card as a necessity |
| Geico | 15 minutes could save you 15% or more on car insurance. | Specific benefit, humor in ads | Clear value proposition + cognitive ease of processing |
| Nike | Just Do It. | Call-to-action, brevity, empowerment | Emotional priming + direct challenge; inspires action |
| Prudential | Get a piece of the rock | Call-to-action, brevity, empowerment | Builds trust through familiarity and reliability promise |
| State Farm | Like a good neighbor, State Farm is there. | Rhyme, emotional reassurance | Builds trust through familiarity and reliability promise |
| Timex | It takes a licking and keeps on ticking. | Rhyme, vivid imagery | Durability message made fun and memorable through rhythm |
About Michael Kondoudis
For more than twenty years, Michael Kondoudis has been the go-to trademarking expert for businesses of all shapes and sizes. Michael is a USPTO-licensed trademark and patent attorney, educator, speaker, and author of the Amazon best-seller: Going From Business to Brand. He is also an authority trusted by national news media on major trademark stories involving NFTs and the Metaverse. For more information, visit www.mekiplaw.com.