A tagline is a 2 to 7 word phrase under the company name. It quickly connects people to you and what you sell. Travelers in airports usually have limited time to make a decision where to eat. Here are two food establishments in the LAX Airport. One had a tagline, one did not. Both I was unfamiliar with. Instantly, I knew what Pick Up Stix served. SlapFish, I assumed was fish, but did not have time to get through the line to look at the menu. It makes smart sense to have and use a tagline.