There are a lot of great tag lines out there. In fact, you could argue that some of the best tag lines in marketing have helped shape entire brands.

“We Try Harder,” which was introduced by Doyle Dane Bernbach on behalf of Avis in 1962, helped frame that brand in the mind of the consumer by positioning it against Hertz, the #1 brand in that category.

One of the all time best tag lines was introduced just a few years ago (and recently dropped!): “Can You Hear Me Now?” This tag line for Verizon was absolutely brilliant. Every time cell phone users uttered “Can you hear me now?” into a cell phone, they were reminded of Verizon and their promise that their network was bigger, better and clearer.

A few other memorable tag lines include:

• “When It Absolutely, Positively Has To Be There Overnight” for Federal Express

• “Got Milk?” for the California Milk Processor Board

• “Just When You Thought It Was Safe To Go Back In The Water” for Jaws II (Note: That’s actually not a tag line, it’s a slogan. But who cares? It’s terrific!)

Now we get to “Just Do It” which is absolutely, positively (thanks FedEx) the most over-rated tag line ever. Why? Because most great tag lines differentiate their products, frame the brand in the mind of the consumer, and drive home the core essence of the product.

The only thing “Just Do It” does is fall flat on its face.

That’s not to say that “Just Do It” wasn’t surrounded by a terrific ad campaign for Nike — it was. But the tag line alone is so overblown and over-rated, it’s almost an insult to the other brilliant tag lines out there. “Can You Hear Me Now?” works on so many levels for Verizon, it’s mind-boggling. Even something like “With A Name Like Smuckers, It Has To Be Good” sells the brand and has a personality to it. But “Just Do It” is flat, boring and, if it weren’t for a gazillion dollar ad campaign to support it, completely unmemorable.

Send me your favorite tag lines. Or, better still, disagree with my point-of-view. But something tells me that when you give it some thought, you’ll end up agreeing with me — “Just Do It” is the most over-rated tag line ever.