A tagline is a statement that captures the unique mission and vision of an organization in a way that is memorable. It should resonate by creating an emotional connection, and it should serve to clarify a point or create a dramatic effect. Appropriate use of taglines can help reinforce a particular message, position, or characteristic of a brand. A tagline is not an advertising campaign theme or slogan.
in reference to:"Q: What is a tagline? A: A tagline is a statement that captures the unique mission and vision of an organization in a way that is memorable. It should resonate by creating an emotional connection, and it should serve to clarify a point or create a dramatic effect. Appropriate use of taglines can help reinforce a particular message, position, or characteristic of a brand. A tagline is not an advertising campaign theme or slogan."
- IEEE - Advancing Technology for Humanity (view on Google Sidewiki)
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