I created the branding tag line "Move the light, not the fiber" for Calient Networks (2003-2006).
This concept concisely sums-up the core technical functionality of the product while also positioning the primary business benefit.
The company's core technology involves using 3D MEMS (Micro Electro Mechanical mirrors) to remotely switch laser optical paths within an optical switch (Move the Light). Switching an optical path is traditionally done by manually moving a fiber optic cable from one port to another in a patch panel (Not the Fiber). Hence, the primary business benefit of the product is to remotely switch an optical light path instead of incurring cost-intensive "truck rolls" (skilled manual labor resources) required to manually move a fiber optic cable.