Of course not. A brand strategy comprises 4 elements: a brand claim and three support planks. A tagline is a creative summation of the brand claim. A brand claim, e.g., Coke is refreshment or Google puts the world’s information one click away, is not necessarily creative. That’s up to the agencies. To the campaign developers.
And honestly, taglines are way better than brand claims. Finger lickin’ good for KFC, was way better than any strategist’s brand claim.
But the brand claim and tagline should be synonymous. Two peas in a pod. And obviously, all advertising and messaging works best when in sync with the claim. Outlier messages are not deposits in the brand bank.
Campaigns come and go, a powerful brand idea is indelible.