Also known as tagline and slogan. This brief but important message is often placed near a logo. It may be viewed as the mental gateway to a brand, and will appear prominently at multiple audience touchpoints. The positioning phrase aims to place a key idea about the brand in people’s minds. An emotional positioning phrase may be more effective for a descriptive or well-known brand name. A more obscure brand name might benefit more from a descriptive positioning phrase that enhances understanding. A “positioning phrase” is often called a “tagline”. This can cause confusion because headlines are also misleadingly referred to as taglines.