A tagline, also known as a baseline, is a key phrase or slogan that concludes an advertisement. Initially placed below the text in print media, it has expanded to all advertising formats and media. It can be used for a specific campaign or permanently or over the medium term to represent a brand’s identity. A tagline is sometimes distinguished from a slogan, the latter being more focused on spoken language and sound, and often having a weaker emotional connection to the brand. Famous examples include Nike’s “Just do it” and SNCF’s “It’s up to us to make you prefer the train.”