• Brandweek, Monday, November 26, 2007 12:45 PM

For generations, taglines have served as the foundation for advertising--a short statement poised to deliver the brand message in a memorable way. Today, there is some consensus that the tactic is on life support.

Many marketers are using their taglines sparingly or not at all. Starbucks, Samsung, Converse and others are among the growing number of brands that do not focus on the use of taglines. M&Ms and Pizza Hut, meanwhile, run their tags, "Discover your inner 'm'" and "America's favorite pizza," only occasionally.

The reasons range from ever-shorter tenures of CMOs to ever-splintering consumer demographics. Another factor is the proliferation of channels for marketers to speak to consumers, which has some wondering if that one overarching tagline may have outlived its usefulness. And taglines--which tend to be fed through the focus group mill until they're watered down--are also often more utilitarian and less emotional than in the past, experts say.

Read the whole story at Brandweek »