The Independent effectively having to function under siege from sacked print workers picketing outside. "The Independent" attracted some of the staff from the two Murdoch broadsheets who had chosen not to move to his company's new headquarters. Launched with the advertising slogan "It is. Are you?", and challenging both "The Guardian" for centre-left readers and "The Times" as the newspaper of record, "The Independent" reached a circulation of over 400,000 by 1989. Competing in a moribund market, "The Independent" sparked a general freshening of newspaper design as well as, within a few years, a price war in the market sector. When "The
Slogan another factor that had a positive effect on the likability of a slogan. Lastly, leaving the brand name out of the slogan will have a positive effect on the likability of the brand itself. Advertisers must keep into consideration these factors when creating a slogan for a brand, as it clearly shows a brand is a very valuable asset to a company, with the slogan being one of the three main components to a brands' image. The original usage refers to the usage as a clan motto among Highland clans. Marketing slogans are often called "taglines" in the United States