In my opinion taglines are a bit overrated. It seems like something you "have" to be like the big boys and brand yourself properly. The problem is that taglines tend say very little, "Love what you do" is a great motto to live by but does it tell me anything about your company, no. At worst you get enterprisy taglines like "pursuing synergestic excellence". I think companies, like people, should show who they are through their actions rather than telling others who they are. Also, when you create a tagline you kinda limit yourself to "being" that, while if you actually do excellent things your brand will contain a host of different positive aspects. The only proper uses of taglines I can think of is products where the tagline is descriptive in a way that the customer "gets" what they're about