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Great B2B straplines and how to write them

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A well-crafted line can be one of the most powerful marketing tools you could have. Why then are most of them in the B2B space forgettable cliches? Here Base One aim to redress the balance by asking (and answering) the question: What makes a great B2B strapline?This whitepaper looks at what makes a good strapline and whether B2B companies need one as much as B2C companies do, while also providing an analysis of some great B2B lines from companies including IBM and FedEx.

A well-crafted line can be one of the most powerful marketing tools you could have. Why then are most of them in the B2B space forgettable cliches? Here Base One aim to redress the balance by asking (and answering) the question: What makes a great B2B strapline?

This whitepaper looks at what makes a good strapline and whether B2B companies need one as much as B2C companies do, while also providing an analysis of some great B2B lines from companies including IBM and FedEx.

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Ready to showcase your B2B marketing success? Download the Elevation Awards 2025 Submission Guide for everything you need to know about entering, including key dates, categories, and tips for crafting a winning entry.
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