We’re not suggesting in the slightest that Citi’s new-old slogan, “Citi Never Sleeps,” doesn’t strike us a tagline that would get Meredith Whitney going, “You know, I’m starting to think that those guys know what they’re doing over there,” but we have been wondering why the firm felt the need to rebrand itself as the posterchild for insomnia. The real reason is apparently that they simply couldn’t afford a new one, but as the C puts it, when you’ve got GOLD like “Citi Never Sleeps” just lying around, you go with it.
Shortly after Vikram S. Pandit took over in December, he scratched the “Let’s Get It Done” slogan and ordered up the “Citi Never Sleeps” tagline. Though the phrase was introduced around the invention of the A.T.M. and 24-hour banking, Mr. Pandit thought it better promoted the bank’s global presence.
“This is an extraordinary asset, and guess what, we own it,” said Ms. Caputo, who is also leading the new campaign. “It made all kinds of sense to bring it forth and advertise it.”
Citi’s New Slogan Is Said to Be Second Choice [NYTimes]
Posted by guest , May 12, 2008 3:55PM
what a complete Sh*t show.... should they really be worrying about this of should they be trying to figure out how to turn the ship around?
The expression re-arranging the deck chairs on the titanic comes to mind
my2cents
Posted by guest , May 12, 2008 4:15PM
I love "...and guess what, we own it" as if they found a chest of gold buried at their construction site in LIC.
Posted by guest , May 12, 2008 4:21PM
Ron Pa.... I mean BOB BARR 2008.
Posted by guest , May 12, 2008 4:35PM
When the hell did libertarians start supporting prayer in public schools? I can't believe they are letting this ass-clown run under their banner.
Posted by golden girl , May 12, 2008 4:56PM
Wachovia: Git er done!
Posted by guest , May 13, 2008 9:15AM
So they went from the "kids' edutainment TV show" feel to the "inhuman Orwellian nightmare" feel. Great.
Basically they're trying to associate themselves with the British Empire at its peak ("an empire on which the sun never sets"). Why not just go for "A Citi to last a thousand years"?