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A tagline is a slogan which succinctly, memorably, and descriptively sums up a company or product. The art of crafting a tagline is quite complex, and several consulting companies actually specialize in creating taglines for their clients. A well constructed tagline can endure in the minds of consumers for years; some taglines have actually outlived their products. Once a company has a tagline, it includes the tagline in all its marketing materials to get the tagline into the minds of consumers so that they think about that company frequently.

A wide range of industries use taglines. Movies are famous for them; the taglines of many films have entered popular culture, regardless as to the quality of the film itself. Many people refer to “going where no man has gone before,” for example, without realizing that they are referencing Star Trek films. A movie tagline is typically included on its poster and in previews for the film; famous film franchises may start early campaigns with cryptic posters that only display the tagline for the franchise, and nothing else.

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