zlacker

> A good slogan should have an inverse that is also a plausible slogan.

Citation needed. This seems like an arbitrary criterion to me.

"Do not be evil" was a good slogan.

>>romwel+(OP)
A good slogan should say something. If the inverse of your slogan is invalid or the same as your slogan, then your (original) slogan is probably not saying anything.

If you aren't giving something else up, then you aren't saying anything. It's just platitudes.

"Do not be evil" is basically meaningless as a lot of evil is done with the intention of doing good. With that level of ambiguity, it is entirely down to individual interpretation.