Seventy-five percent of Americans dislike the commercials programmed among their TV favorites, according to the second annual Slogan Survey. Even more consumers are turning a deaf ear to the tag lines brands use to define themselves.
Consumers responding to the poll conducted by Emergence, an Atlanta-based brand consulting firm, were tested for their recall of tag lines for 25 of America’s best-known companies. While 67% associated “Always low prices. Always” with Wal-Mart, second place Sprite scored just 35% recognition for “Obey your thirst.” Thirteen of the 25 slogans tested scored single digit recognition among the 500-plus consumers interviewed via telephone from July 29-Aug. 1. At the bottom of the survey list, QSR Wendy’s scored 0% recognition for “It’s better here,” as did Staples with its tagline “That was easy.”
“Brand managers continue to come up with the ‘latest and greatest’ ideas for their brands, yet this constant churn of tag lines, campaigns and even ad agencies is doing nothing for their overall brand,” said Emergence CEO Kelly O’Keefe, in a statement. “Brands need to be consistent and predictable in behavior.”
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