I just read an excellent article entitled "Chevy Drops Its Tagline... Does It Matter?". The article focuses on the fact that Chevy has dropped it long time tagline of "An American Revolution." The author, Julie Roehm writing on the site "marketing.autos.aol.com", asks the question if taglines matter and she contends that they do...and I agree. Coincidently, I had just come from a meeting at St. Xavier High School (stxavier.org) here in Cincinnati where I sit on the marketing committee. We were having this very conversation and the use of taglines used consistently over time was decided to be a huge asset.
The article outlines six traits of a solid tagline. They are: "memorability, unaided recall (closely linked to memorability), simplicity (the fewer words the better), longevity (relevant for decades to come), ownable (you can't put a competitors brand name in there and have it work as well), benefit (shows some trait of the brand), and attitude/spirit of the brand (enough said)."
I would recommend putting the development of your tagline to the test of these six traits.
...and by the way, if you think your tagline is unique, I would also suggest visiting Stamats's tagline repository on their website (stamats.com) just to check!
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