> Very true. We're trying to put too much information into it. That would
> never work. Slogans are about emotions, not about facts. They should
> invoke certain feeling in reader/watcher/listener attached to the rest
> of message that contains facts. It may also provoke curiosity to learn
> more about product. Watch any commercial for examples.
>
> There is also no need for clear, verbose link between the slogan and the
> product (i.e. slogan doesn't need to be descriptive), although it may
> help. But slogans must be distinctive, easy to remember and must have
> strong positive emotional load. The link between slogan and product is
> built in people's mind by repetition/exposure to both parts,
> information/image and slogan. Over time this link is strong enough that
> exposition to slogan itself will automatically invoke the rest of message.
>
> For example, I would go with something like:
>
> Firebird - The legend continues.
>
> This could be combined in several formats:
>
> a) Slogan alone. No much info, but *strong positive emotions attached to
> name Firebird* (which is good value for itself). Should stimulate
> curiosity ("What legend?") to learn more. Good for T-shirts, headlines,
> link buttons etc.

How about:

Easy, breezy cove..uh umm... SQL