other words, you should not be able to substitute a competitive
brand name and use the line. For example, 'My goodness,
my Murphy's!' just would not work, but 'A company called
TRW' could be a company called anything. Let's look at these
characteristics in more detail, illustrating the points
with more examples.
So many slogans have absolutely no competitive
differentiation. You could add any brand name to the line
and it would make sense. And this often is proven by how
many users of a line there are.
One of the most overused lines in the AdSlogans.com database is 'simply the best' and its variations: