Describe why a tagline is an important part of blue ocean strategy.


Read the articles assigned for this unit. Pay particular attention to Zmuda’s 2012 article. In the Capella University Library, research taglines for resources you can use in this discussion.


A newly launched product that creates disruptive innovation has a clear-cut and compelling tagline. For example, Apple’s tagline is “think different,” which clearly appeals to a market that sees itself as creative and innovative, while playing on a similar tagline from the competition (IBM’s “Think”).

For this discussion, complete the following:

  • Describe why a tagline is an important part of blue ocean strategy.
  • Evaluate a tagline for a product from a publicly traded company, in an industry you have not used in the course to date.

Your post to this discussion must include at least one cited scholarly reference (peer-reviewed journal or practitioner journal) in addition to the course assigned readings, and must be a minimum of 250 words in length. Remember to list your references in APA format at the end of your post.

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