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I recently compiled and analyzed the most successful ad slogans of all time, like Nike’s “Just do it” and De Beers’ “A diamond is forever.”

Do you know which word appears most often? The keyword of all keywords? The word that opens brains and wallets?

“Good.”

As in:
Like a good neighbor, State Farm is there
Good till the last drop (Maxwell House)
Finger lickin’ good (KFC)
M’m! M’m! Good! (Campbell’s Soup)
Tastes so good, cats ask for it by name (Meow Mix)
We bring good things to life (General Electric)
You’re in good hands with Allstate

Of all the words in the English language, one of the simplest is one of the most effective.