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A tagline is a phrase attached to a brand name to express its values or priorities and cause people to trust it. They can be quite shallow or short but some, known by the alternate terms unique selling proposition, unique business philosophy or brand ethic, are very specific and operational statements of what the company offers its customers.

The generic term:fair and balanced has been claimed by Fox News Channel but they failed to defend exclusive control of it, making it quite unlikely to remain their primary tagline. They also use "We Report, You Decide" which is more distinctive and probably more like what is usually called a tagline.

In general any generic term that is commandeered for commercial purposes, or any commercially or politically coined word, should go in the space reserved for such terms rather than being permitted to dilute main namespace. Else it will soon be overrun with taglines, slogans and rhetoric.

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