"Where do you want to go today?" "Think Different." "No wonder it's number one." The tech world's vague slogans may seem interchangeable, but if they're applied to the wrong product — even within the same company — they could prove disastrous.

Hewlett-Packard press relations: Invent.
AT&T records department: Your world. Delivered.
Google Romance: We throw it against the wall and see what sticks.
AOL search records: I am.
Yahoo China: Everyone's Yahoo changes.
Sony batteries: This is living.

There, now we know how it feels to write headlines for the New York Times tech section.