From Marketing jargon

Brand Mantra vs. Tagline/slogan

What is Mantra?

A word or sound which is believed to possess a special spiritual power, especially in Hinduism and Buddhism.

brand mantra

Brand Mantra examples: 

1. Nike: Authentic Athletic Performance

2. Disney: Fun Family Entertainment

3. Ritz-Carlton: Ladies & Gentlemen Serving Ladies & Gentlemen

4. BMW: Ultimate Driving Machine

http://newkind.com/2011/10/13/kevin-kellers-five-favorite-classic-brand-mantras/

Brand Mantra vs. Tagline/slogan

  • The most important thing to understand about brand mantras is that they are not designed to be externally facing slogans or taglines.
  • You’ve probably never seen the phrase Authentic Athletic Performance associated with Nike in advertising. Usually you will see an external manifestation of it, Just Do It being the prime example.
  • A brand mantra should resonate internally first.
  • Once you’ve settled on your brand mantra and tested it internally to ensure it resonates, you can finally start working on taglines.
  • Whatever you do, make sure that your brand mantra is in your head at all times. You’ll be amazed at how much more consistent your company message will become when you start all of your communications projects by remembering that one simple, beautiful piece of poetry that is your brand mantra.

http://darkmattermatters.com/2010/03/17/brand-positioning-tip-9-a-brand-mantra-is-not-a-tagline/