I was at West End watching “Dirty Dancing” the other night.

In the foyer, there were t-shirts embossed with, “I carried a watermelon”, and “No one puts Baby in the corner”.

Inside the theatre, before Baby said, “I carried a watermelon”, whispers permeated the theatre. After she said it, the crowd cheered. While Johnny strolled up to Baby to ask her to dance the last dance with him, people wolf-whistled in anticipation of his next line, “No one puts Baby in the corner”, which was met with thunderous applause.

What kind of slogans are you creating for your company? The type that gets people whispering, whistling and stamping their feet in appreciation? The type that you emboss on t-shirts and have people anticipating? Don’t hide your baby in the corner - bring it out and share with the world the unique cheekiness, boldness, and difference that is your company. Maybe you’ll create something worth talking about 22 years later…