What is a Tagline?

What is a Tagline?

What is a Tagline? Jonathan Poland

A tagline is a short, catchy phrase that is used to summarize the core message or value proposition of a company, product, or brand. It is often used in marketing and advertising materials, such as commercials, billboards, and social media posts, and is meant to be memorable and distinctive. A good tagline can help to build brand recognition and differentiate a company or product from its competitors. Some well-known examples of taglines include “Just Do It” for Nike, “Think Different” for Apple, “I’m Lovin’ It” for McDonald’s, “The ultimate driving machine” for BMW, and “The King of Beers” for Budweiser.

The following are common ways to create a tagline.

Making a promise such as “everything you need to know about …”

Stating benefits such as “all of your wildest dreams will come true.”

Statements that have the power to trigger emotions such as Nike’s well known trademark “Just Do It.”

Call To Action
Directly command a customer to do something such as “call us to …”

Light humor such as “great trilogies come in threes” from the movie poster for Scary Movie 3 (2003).

An understatement that sounds humble, confident or humorous such as “the classic story about a boy and his mother” from the promotions for the film Psycho (1998).

A plain fact such as “the biggest mattress warehouse in Texas.”

A mysterious statement designed to generate curiosity such as “they’re here” from the film promotions for Poltergeist (1982).

Analogies such as a metaphor.

A rhetorical question such as “are zombie’s smarter than we think?”

Metaphysical Conceit
An analogy that is non-obvious or nonsensical.

Non Sequitur
Two sentences that don’t follow each other that create some effect such as humor. For example, the tagline for the film Shaun of the Dead, 2004 is “A romantic comedy. With zombies.”

Learn More
What is a Competitive Market? Jonathan Poland

What is a Competitive Market?

A competitive market is a type of market in which there are numerous buyers and sellers, and in which the…

Customer Satisfaction Jonathan Poland

Customer Satisfaction

Customer satisfaction is the practice of measuring how happy customers are with a brand’s products and services. This is typically…

Customer Requirement Jonathan Poland

Customer Requirement

A customer requirement refers to a specification or need that is expressed by a customer, rather than being generated internally…

Decision Framing Jonathan Poland

Decision Framing

Decision framing refers to the way in which a choice or dilemma is presented or structured. This includes the language…

Types of Fail Safe Jonathan Poland

Types of Fail Safe

A fail-safe is a mechanism or system that is designed to prevent harm or damage in the event of a…

Program Risk Jonathan Poland

Program Risk

Program risk refers to the likelihood of a program failing to achieve its goals due to potential outcomes. This type…

What is Progress? Jonathan Poland

What is Progress?

Progress is the advancement of positive and lasting change that has a significant impact. It can be challenging to determine…

Toxic Positivity Jonathan Poland

Toxic Positivity

Top-down and bottom-up are opposing approaches to thinking, analysis, design, decision-making, strategy, management, and communication. The top-down approach begins with…

Corporate Identity Jonathan Poland

Corporate Identity

Corporate identity is the visual representation of a company’s brand and values. It includes elements such as a company’s logo,…

Content Database

Search over 1,000 posts on topics across
business, finance, and capital markets.

Operating Agreement Jonathan Poland

Operating Agreement

An LLC operating agreement is a legal document that outlines the rules and procedures for a limited liability company, including…

Praxeology Jonathan Poland


Praxeology is the study of human action, particularly as it pertains to decision-making and the pursuit of goals. The term…

Channel Management Jonathan Poland

Channel Management

Channel management refers to the process of coordinating and optimizing the distribution channels that a company uses to bring its…

Brand Switching Jonathan Poland

Brand Switching

Brand switching refers to the act of a customer switching from a brand that they were previously loyal to, to…

Capitalist Realism Jonathan Poland

Capitalist Realism

Capitalist realism is the theory that capitalism is the only economic system that is realistically possible or viable. This term…

What is Maker Culture? Jonathan Poland

What is Maker Culture?

Maker culture refers to a collection of subcultures that are centered around the creation and customization of technology and other…

Origin of Money Jonathan Poland

Origin of Money

Money is a type of asset or object that is widely accepted as a medium of exchange for goods, services,…

Elevator Pitch Jonathan Poland

Elevator Pitch

An elevator pitch is a brief, persuasive speech that is used to quickly and simply explain an idea or concept.…