People do not recognise tag lines

Only 6 tag lines among the 22 biggest marketers in the United States were recognized by more than 10% of people in a study by Emergence, a US brand consultancy. Three of the tag lines were not recognised by any people surveyed! These companies in the survey spend more than $100 million a year on advertising. Wal-Mart had the most memorable slogan with 64% of people recognising it: "Always low prices. Always."