Quite a few times, the tagline spoke to what the customer was trying to convey to their prospective clients. The packaging could have been fantastic, and the customer would keep coming back trying to change it. By adding a tagline, it seem to nail it for the customer.

Ed, Good article. A good tagline is essential when trying to sell a concept, product or candidate. Obama's tagline worked not only because the public could identify with it, but it inferred they have the power to create change. I've seen more products sell because of a good tagline we added, than any packaging I could have offered!