Taglines can come from anywhere. But they are best when they are short, memorable and, at least seem, to come from the heart. “I’m loving it,” “In good hands,” and “Soup is good food” are tags that have helped the brands in good times and bad.

You may have seen the signs in the crowd at AT&T Park for the San Francisco Giants new tagline. It wasn’t  created by the marketing department, but by one of the players and went instantly old school viral with T-shirts, handmade signs, and a general attitude.

“Yes! Yes! Yes!” That’s it. It doesn’t mention baseball. It doesn’t mention the player. It just encapsulates what the brand wants to be.

Here is a partial transcript of the speech, made on the last day of the regular season.

Take every fiber of your being and see yourself as a World Series Champion.  This season we did step one, we got to the Playoffs.  We got step one. Thank you.  With vision in mind, we want you guys to share this vision and journey going to the post season.

We had another vision earlier in the year.  I don’t know if any of you guys remember the “Yes” movement.  Do you remember the couple of home runs we hit and said “Yes! Yes! Yes!” ?

At this point, Pence teaches this cheer to the crowd.

Some of you guys might be coming to Pittsburgh, some might be sitting on their couches, but you are sharing that vision.  It’s not weird if you have to wear your orange hat or your Buster Posey jersey or you have to be in your car so Buster can hit a home run or Affeldt can strike someone out or throw a scud.

It’s not weird.  One more time “Yes! Yes! Yes!”

With one of the greatest baseball speeches of all time, that was replayed on MLB Network and shared throughout the interwebs.  It hits all the best elements of a tagline and represents an attitude. The Giants had a rough season, losing three key players to injury, and second half nose dive that almost had them eliminated from the playoffs.  Similar to their Oakland counterpart across the bay, they had a large division lead up until the All-Star break.  Then they just couldn’t seem to win, especially against the lowly Colorado Rockies. Both the A’s and the Giants finished with .543 record. But the A’s didn’t have the “Yes! Yes! Yes!” mentality.

There is one more quality of a powerful tagline. It needs to be memorable, simple, and appeared to have come from the heart. But this isn’t enough.  The employees and the customers must feel and live it.

And in this case, they do. Yes. Yes. Yes.