In the marketing world, being â??in the middleâ? can be a curse, because itâ??s too easy for people to perceive that middle as wishy-washy. Thatâ??s why good advertising agencies are so valuable-- they know how to position brands for maximum appeal. Often, the difference between a curse and a blessing can be as simple as a smart slogan that gives your brand an attractive edge.
Right now, the leaders of Conservative Judaism are looking for that edge. Their movement-- a marriage of tradition and modernity-- is in the middle between Reform and Orthodox, and itâ??s in decline. So, as part of their efforts to rejuvenate the movement, they have begun a formal search for a new slogan.
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