Friday, May 30, 2008

Slogans that don't suck (2).

I didn’t realize how much I liked Reuters’ old line “Before it’s news it’s Reuters” until it was scrapped after the Thomson acquisition.

Let’s parse it for a moment, shall we?

First of all, there’s a clear benefit: timely information. Any more timely and you’d probably wind up explaining yourself to the SEC.

Then there’s the lovely Iambic rhythm to the phrase. And the neat parallel construction of the It’s/it’s.

This line didn’t matter much when it ran, because Reuters was about attracting advertisers, not being one. it matters less now that the company has been bought.

But that line was good craft, and I really need to believe, in a life-or-death kind of way, that good craft always matters.

Thursday, May 22, 2008

Fumer, non. Publicite, oui.

Seen at a cafe in Paris. Pretty good use of an unexpected medium.

Monday, May 12, 2008

Citi redux, reduxed.

Citi’s New Slogan Is Said to Be Second Choice - New York Times

Well, "Let's get it done" is...done.

As I predicted it would be in my post of almost exactly a year ago. Allow me to quote from myself:

"...Citi’s dead-man-walking CEO Charlie Prince wanted to put his own stamp on the company’s image. In this derivative, clueless effort, he has succeeded wildly....When Sandy Weill comes back to rescue Citi from his own anointed successor, I’ll bet anything that “Let’s get it done” will be done as well."

Well, I didn't get the Sandy Weill part right. Turns out Vikram Pandit played executioner instead. But no matter.

The new line? An old line: "The Citi never sleeps." One can debate how differentiating that is in a world of ATMs and online banking (a world Citi pioneered), but it's literally true in one sense: with call-center reps largely based in Bangalore, they're definitely wide awake at 3 AM.