Citi Retreads Old Slogan, Recycles Marketing
May 29, 2008 | Free Subscription
“Citi Never Sleeps” :30 TV
Every night you sleep. But your dreams are wide awake.
Because ambitions never sleep. Aspirations never sleep.
Goals never sleep. Hopes never sleep. Opportunities never sleep.
The world never sleeps.
That’s why we work around the world.
That’s why we work around the clock.
To turn dreams into realities. That’s why Citi Never Sleeps.
This article © 2012 by The Financial Brand and may not be reproduced.
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Citi – Never sleeps, or Let’s Get it Done – both are so vague as to be meaningless. Any firm (not even limited to financial services) could use the “Let’s Get it Done” tagline. At least “Never Sleeps” does make sense with the Citi name in particular. But unfortunately it doesn’t really mean anything.
Here’s an article from a financial branding company, a stern critique of Citi’s decision to go with “Let’s Get It Done.”
[...] Citi – Never Sleeps. « ARTICLE » [...]
Let’s get it done… sounds like the RBS tagline ‘Make it happen’, but not as good. The ‘Citi never sleeps’ line though still has considerable legs and could be evolved to become much more contemporary and relevant. If only they had an agency with any imagination or a branding department with any intelligence. Does Citi stand for anything other than bland these days?