Nicolas Cole explains how to name a category in one to three words, then write a tagline that provides context and differentiates the idea. A category is a container, not an explanation. The tagline is the subtitle that makes the category land.
Whenever you're trying to name a category, what you're trying to do is you're trying to come up with 1 to 3 words that summarize the point of view that you go on to explain. Because an explanation is not a category. If I say, "What's your category?" and I give you a sentence, you don't have anything to hold on to. We need a name which acts as a container for the explanation. The follow-on is— this is where people get really confused on what a tagline is. A tagline is not a clever saying, or at least it shouldn't be. A tagline is really the subtitle of the category and the explanation where someone hears the 1 to 3 words and goes, "Huh, I haven't seen those words before together. What does that mean?" And then the tagline gives them the context. So they go, "Oh, now I understand what makes this different."
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