When I went searching on Wikipedia for a definition of a tagline, this is what I found: “A variant of a branding slogan used in marketing and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product (like a film), or to reinforce the audience’s memory of a product. Some taglines are successful enough to warrant inclusion in popular culture.”
Creating great taglines is a study unto itself. I was lucky enough to have a great marketing mentor, Leo, who taught me a whole lot more about taglines.