Lancaster’s 101NQ building welcomed its first two tenants this month after more than two years of planning and renovations.

Why is McDonald’s more successful than Burger King or Wendy’s? Their food isn’t any better; their prices are about the same. Yet McDonald’s sales in 2018 dwarfed those of its rivals with over $20 billion compared to about $1.6 billion for both Wendy’s and BK.

Apple, Whole Foods and Starbucks don’t have one. Subaru has one but doesn’t emphasize it. Coke changes theirs every few years. And Nationwide and BMW haven’t changed theirs in more than 40 years. I’m referring, of course, to taglines—or slogans.