Slogan

A line made for a campaign, meant to be repeated and then retired. Shorter memory than a tagline, louder job.

A slogan enlists. It is built for a bounded fight, one launch, one season, one argument, and its virtues are a soldier's: loud, repeatable, disposable. Where a tagline settles into the name, a slogan burns bright and is meant to be relieved of duty.

The craft is repetition-worthiness: rhythm the mouth enjoys, a shape that survives being shouted and misquoted. The management is the retirement date. Slogans kept past their campaign calcify into accidental taglines, and the brand finds itself defined by a line built for one argument it has already won.