I’ve always been a sucker for a good brand slogan or jingle, and there are some crackers floating around out there: Just Do it (Nike), I’m Lovin’ It (McDonald’s), Not happy, Jan! (Yellow Pages), All The News That’s Fit To Print ( The New York Times) , and Life. Be In It (a rare government messaging success) are several classics of the genre.

This week, the Herald launched its own foray into this world with our new campaign, “Here’s to Reason”. I wanted to explain to you today how this all came about, what we are trying to achieve, and how our subscribers are so central to this endeavour.

Slogans can often be cheap and meaningless unless they tap into something deeper, and I truly believe these three simple words – Here’s to Reason – speak to the millions of Australians who reject ext

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