Taglines and slogan advice

My advice for people coming up with taglines or slogans for their company:

Don’t pay attention to billion dollar brands! 
Example: Apple’s slogan of: “Think Different”

Instead, you should pick a slogan based on your size:
• Small Company: Be very direct.
• Medium Company: Can be slightly vague.
• Big Company: Aspirational

When you’re a giant brand you have many products and many services, so a “direct” slogan is hard.

That’s when you can go aspirational and vague like:

My personal opinion for best big company slogan is Geico, because their slogan also SELLS!