Citigroup, which has brought back its "Citi never sleeps" tagline -- conceived in 1977 -- is the latest top marketer to use an old slogan in a new context. "A lot of times agencies change a tagline for the sake of change. And just because they switch doesn't mean the tagline wasn't the right thing for the brand," said Dick Acker, president and CD at Jefferson/Acker, whose client revived the 1971 "Is it live, or is it Memorex?" slogan in 2001.

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