If I use the phrase "winning business" as a byline to a logo. How will it generally be percieved?
1) Like a winning business
2) Like the act of winning business
3) Doesn't make any sense to have that as a byline
On it's own, with no context, it could mean either, and this ambiguity may make it attractive as a slogan: some people reading it would understand that it was ambiguous but that both meanings were desirable and it was therefore a clever play on words.
That said, if people had to pick one meaning, I think most people would think of "the act of winning business".