ON WRITING A TAGLINE AND PITCHING IT

Summary from the TLDR Marketing newsletter

Taglines are long-term branding tools, while slogans support specific campaigns. A tagline isn't complete until it's clear, easy to understand, and resonates with others. Start with a brand's unique selling proposition or positioning statement and edit for brevity and clarity. Generate numerous options, refine them rigorously, and “kill your darlings” to ensure the best work is presented.