Know-How Exchange : Taglines/Names

A tagline is most useful for conveying your unique business benefit, especially if the business name isn't crystal clear.

It depends. Does the name clearly communicate the emotional benefit for your prospective customer? If so, the tagline may be less important.

The name and tagline together should do three things: (1) let the target audience know this is for them; (2) tell the target audience what you do/deliver; and (3) what emotional benefit you provide. If you can do that all in the name, then you can keep it simple and dispense with the tagline. If not, then you need to work on a better name/tagline combination ... and the tagline will be more important.

Of course, the target audience needs to be very carefully and narrowly defined.

It depends on the business and how aspirational its benefits or products are. The majority of tag lines just sit there like bumps on a log.