In 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: