- conveys product benefits (or brand benefits) for users (or potential buyer)
- differentiates your product from the competition
- makes a simple, concise, clearly defined, and appropriate statement
- is eloquent, witty or takes on a distinct "personality"
- gives a credible impression of a brand or product
- makes the consumer experience an emotion; or creates a need or want
- is hard to forget — it sticks in your brain
Twitter and its antisocial social ways