Know-How Exchange : Research/Metrics

Rarely large positive effect. But if done wrong, could have a negative effect.

Taglines are a small part of a company's brand image. Brand image is a small part of what can make a company profitable or not. So doing it right means you have a very small plus toward profitability. But do it wrong, and you can mess things up.

Peter is exactly right. If you can give specifics -- the company, the tagline, the target audience, industry/sector, and company goals (short-term and long-term), strategy, etc. -- we can probably comment more definitively.

When the question is framed so generally, it's difficult to give a response other than, "It depends."

That rather depends on the taglines and the campaigns they're being used for? If the only thing keeping any company profitable is the tag line there is something wrong with the overall messaging, the product, and the management philosphy.

As a writer, I want to tell you the tagline is THE most important profit-producing device available to a company. I want to tell you the tagline sets the tone for everything: sales, marketing, products, janitorial attitude...Everything. That's what I want to tell you—me being a writer.

Tagline is helpful, but it's sure not the be all, end all for a company.

What's Microsoft's tagline? I bet most people couldn't even tell you without Googling it. Speaking of which, Google is another good example. I think this article does a great job summing things up: https://www.linkedin.com/pulse/5-reasons-why-your-company-doesnt-need-tagli...