About the Tagline Change Spec Ad Tagline: Non-lethal. Always ready. We modified the tagline to: • Reinforce Byrna’s core value proposition in more explicit language • Keep brevity and impact, while elevating confidence and immediacy • Fit tonally within the cinematic genre we’re drawing from Why it works: • “Live Safe” is gentle; “Always ready” adds confidence and strength • Pairs humor with clarity: this isn’t a joke product—it’s a capable tool
THE MARK
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