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Dear Tig: Mission Statements Vs. Vision Statements, and Branding as a Management Tool?

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** Tig's weekly column fields questions from and for marketers. **

Dear Tig,

I understand your illustration on above the line vs. below the line offered last week. I'd still like to know the origin of the 'line' itself. Any background you can offer?

- Foresight

Dear Foresight,


In a word: No. I've been frustrated in my attempts to find out the etymology of this phrase. After some extensive research and the pestering of some quite old advertising hands, I haven't found anything credible.

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Tig Tillinghast tiggy@mac.com writes from the banks of the Elk River near Chesapeake City, Maryland. He consults with major brands and ad agency holding companies, helping marketing groups find the right resources for their needs. He is the author of The Tactical Guide to Online Marketing as well as several terrible fiction manuscripts.
Branding, Collaboration, Marketing Challenges, Positioning Statements, Value Propositions

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