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The best marketing slogans of today--and all time

This story appears in the December 2005 issue of Entrepreneur. Subscribe »

You may not know who Barry Becher and Edward Valenti are by name, but chances are you know their . The brains behind Ginsu knife's "But Wait, There's More" and other slogans that have worked their way into our lexicon spell out some secrets to their success in their book, The Wisdom of Ginsu. Here, three marketing experts give their takes on the best slogans past and present, with clues to help you find a timeless message of your own.

Peter Koeppel, President of Koeppel Direct, a specialist in direct-response media buying in Dallas
Past: "Breakfast of Champions," Wheaties
Why: The people on the box were always those you aspired to be. Parents who wanted their children to be champions bought the cereal.
Present: "The Ultimate Driving Machine," BMW
Why: It's bold. It's catchy. They can back up the claim.

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