Brand consultancy Emergence conducted a survey on tag lines for 22 of the US's top marketers. Results were not very postive. Marketers like Kmart, Staples and Circuit City got a 0% recognition.
Personally, I think that some of this has less to do with tag lines not working and more to do with the tendency for some brands to have a new tag line every 8 months. Add a comment and tell us what you think.
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Mind you the three mentioned are not the biggest of players in their respective fields.
KMart would like to think they have an advertising budget, but are honerstly on borrowed time...Sorry Martha. Staples, never been...I get ripped off at OfficeMax. And saving the best for last, Circuit City...Terrible...F...I think they put something in the air.
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It's not just the disposable tagline (talk about impatience!) but that tags now pull from pop culture instead of creating it. Too many phrases that are already in use in daily life so that the brand doesn't and can't own the tag. Or perhaps, if marketers gave it a little more time and invested a little more in the tag, the brand could "take it over." Kmart's stuff of life is interesting, tho (maybe a little intellectual in the use of "stuff")...
We just need to write them better.
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