I wrote a Medium article in which I obsessively collected instances of 3-word taglines in the wild. It is some kind of a thing that I’m not sure that people realize is going on. Once you see my collection you will spot them EVERYWHERE.
I’m not sure what is in the marketing water that has caused an explosion of brand haikus, but everyone is drinking it. Traditional “haikus” are poems with three lines and a 5–7–5 syllable pattern. However, “brand” haikus (which I just coined) are words that are tacked on to logos or wordmarks that companies use to concisely explain their mission. (Marketers appear to include this in the more general category of “taglines”) (Full article on Medium)