It's unfair to make fun of someone's slogan... a cheap shot. A company tries to be friendly and distinctive... Its marketing people brainstorm themselves into a frenzy trying to come up with a new tagline. Uh... how about... "Your dreams, our reality"???.... no, no it should be, "We dream to realize your reality"... no, no, I've got it....
And so it goes, until a smug head of a business unit saunters by and suggests that the company use its OLD slogan – "My kids loved it. Let's use it again!"
Is that how they brought back the line "Citi never sleeps"? Well, today, Citigroup is standing before the world pleading for help, having stayed doggedly awake while losing tens of billions of dollars. Is it fair for the Wall Street Journal to take a shot at 'em? You betcha...
From today's editorial: "'Citi never sleeps,' says the bank's advertising slogan. But its directors apparently do."
Brand consultants warn clients: Whatever your brand promise and however you express it, be sure you're able to live up to your claim. I suppose it was not foolish for Citigroup to proclaim its commitment to be awake somewhere in the world at all times... and to be tireless in service of clients. But you know, it's better to shut down and go to bed for 12 hours than to stay awake in the groggy execution of bad decisions.
Okay. We piled on.