That's not a Brand. That's a tag line.
It's probaby a good idea, now and then, to remind everybody the difference between a Brand and a tag line.
A Brand can be a tag line, but not all tag lines are actual Brands. (Sort of like all hens are chickens, but not all chickens are hens. Or something like that.)
A Brand is a supportable differentiation around which you deliver a unique value. It’s a guide and a way of thinking that can drive everything you do to market yourself.
A tag line is something else altogether. It's an expression of your Brand or a hook to illustrate your Brand. A couple of Brand positions we developed and like are "Undeniably Key West" for the Pier House Resort, "Sensory Magic" for Sunset at the Palms in Jamaica. "Sensory Magic" is also used as a tag line.
In the case of Pier House, over the course of eight years, we used both "Flagship hotel of the Key West state of mind" and "This is Key West" as tag lines. The Brand is reflected in both of them.
Both of those Brand positions are supportable and deliver unique value. Something like "Timeless Luxury" or "New England's oldest all-inclusive" don’t either one deliver anything unique.
The idea of a Brand is to distinguish yourself from your competition. Sometimes people come up with tag lines they think sound pretty snappy, and think they've got themselves a Brand.
Maybe. But probably not.