Glossary

What is a tagline?

A tagline is a short phrase that sits with the brand name and sums up its promise or attitude.

Why it matters

A tagline gives a name context, which matters most for names that do not describe the business. A slogan is similar, and belongs to a single campaign.

Example

Nike’s “Just Do It” commands action. BMW’s “The Ultimate Driving Machine” claims to be the best.