Small Business  What's in a Phrase?  By Steve McKee A few years
ago, the editors of Advertising Age came up with a ranking of
the top slogans of the 20th century. At the top of the list:
"Diamonds are forever," for DeBeers. Others included Nike's
(NKE) "Just do it," Coca-Cola's (KO) "The pause that refreshes,"
and Miller Lite's "Tastes great, less filling." These verbal
icons are likely to be recognized by almost every American
consumer.  Today, however, memorable slogans are the exception,
not the rule. Emergence, a brand-strategy firm based in Atlanta,
recently conducted their second annual slogan survey. They
contacted over a thousand consumers across the country and asked
them to identify the businesses affiliated with a variety of
slogans. The results? Fewer than half of the slogans were known
by more than 5% of respondents, and a fifth of them were
recognized by 1% or fewer. Ouch.  WHO CARES? Take a brief test
yourself. Coca-Cola may be "The real thing," but you probably
aren't aware that its current sl