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.