Driving back home to New York today I saw a truck belonging to a coffee company which had their slogan on it. I cannot remember it exactly because it was a very generic and vague slogan; but it was something close to "Experience the Difference." While simplicity is great when marketing to busy consumers who are bombarded with thousands of marketing messages everyday, it's imperative not to mistake simplicity for vagueness. If you do, your message won't resonate with any audience in a meaningful way.
At the risk of defeating my point, a quick Google search for "coffee company columbus ohio experience the difference" turned up a top result of the Cadillac Coffee Company. But I'm confident that most consumers won't be as inquisitive.