My favorite brand phrase is one that is used by a beer company in New Zealand. Tui beers have had an advertising campaign going for a while that has a phrase, and then next to it "yeah right".
The phrase might be something political, or something like "It makes your bum look small". They have had some really clever ones and they change the billboards all the time.
But what I really like about it is that they don't get too irritated when other people co-opt their boards for their own purposes.
If it's funny (and they leave the Tui logo intact) they'll leave it up for a few days. So lots of grassroots campaigns get a chance to get the word out without spending a lot of money.
It's nice to see beer being used as a force for good in the world.