In advertising, a tag line is a slogan that often accompanies a company name, such as "we bring good things to life" (General Electric) and "better living through chemistry" (duPont). Some tag lines are in use for decades; others vanish quickly.
I like to use the term brag line to describe a particularly empty -- or even dishonest -- tag line.
Until recently, ASI claimed to be "the world leader in indie book publishing—the fastest-growing segment of publishing."
- That's bullshit. A writer who pays ASI to publish books is NOT indie, but is merely a customer of a huge company.
Fickle, ever-morphing ASI has recently adopted a new brag line. Perhaps as a response to criticism, it has abandoned "indie" and now claims to be "The leading supported self-publishing company in the world."
- That claim of leadership is as hard to prove as the previous one.