AngularJS: Create custom directive/tag. 'custom-expander-directive.html' - scope : {title: '=expanderTitle'} set expanderTitle via model, 'custom-expander-directive-2.html' - scope : {title: '@expanderTitle'} set expanderTitle via template, with @ strategy we also can set title via interpolation like expander-title="{{title}}", so where possible use @.