The bottomline on baselines

I've worked with a lot of Creative Directors (CD) who don't care much for baselines. I believe baselines are important. Very. A baseline is like an introduction and a summation of what you are. A baseline is the thing that should go in all communication when you don't have space for any other communication. Your central idea is your baseline. A logo without a baseline leaves the company open to interpretation. And for those who don't know what a baseline is, it's the 'Putting news first' that accompanies 'BBC'. It's the 'Keep walking' that goes hand in hand with 'Johnnie Walker'. Now do you see what many CDs don't?