Not trying to split hairs here – to Tim’s point of Title/Subtitle – I think that’s understandable because he’s in the academic world. Generally speaking however:
Taglines are intended to endure over time. They are more of a brand statement.
Slogans change more frequently. They are more of a marketing statement. You can see a well-illustrated discussion of slogans here, but these points from the article may help clarify:
- A tagline is about the business itself, and should stand the test of time (it doesn’t change).
- Taglines represent the tone and feeling you want for your products or services.
- It is often part of your company graphics and it stays with you all the time.
- Slogans are intended to be less long lasting and more flexible.
- They’re often used in advertising campaigns. (they changes over time).
- Slogans are often used only for one product, or one campaign.
Given these definitions, I do think that we’re looking at two taglines here. So – which is the better one? or do we need to do something different entirely?