![]() ![]() “Happiness is not in the mere possession of money it lies in the joy of achievement, in the thrill of creative effort.” Apply yourself at whatever you do, whether you're a janitor or taking your first summer job because that work ethic will be reflected in everything you do in life.” The easy jobs will take care of themselves.” No matter how much time you've wasted in the past, you still have an entire tomorrow.” Even so, time is amazingly fair and forgiving. And you can't save time to spend it on another day. Each human being has exactly the same number of hours and minutes every day. ![]() “Whether you think you can, or you think you can’t – you’re right.” We live as though there aren't enough hours in the day but if we do each thing calmly and carefully we will get it done quicker and with much less stress.” I think that applies to everything in life. “One of the best pieces of advice I ever got was from a horse master. “Just one small positive thought in the morning can change your whole day.” “Don’t judge each day by the harvest you reap but by the seeds that you plant.” ![]() “You've got to get up every morning with determination if you're going to go to bed with satisfaction.” “Opportunity is missed by most people because it is dressed in overalls and looks like work.” “When we strive to become better than we are, everything around us becomes better too.” “I’m a greater believer in luck, and I find the harder I work the more I have of it.” “Either you run the day or the day runs you.” ![]() The sun's rays do not burn until brought to a focus. The result, several ad industry experts say, is something of a mishmash.“Concentrate all your thoughts upon the work in hand. To save money, the bank is recycling the film and music used in the “Let’s Get It Done” television commercials and slapping on the new slogan at the end. After spending more than $451 million on brand advertising in 2007, Citigroup executives plan to pump $20 million to $30 million more into this new brand introduction. It also means hitting the refresh button. “It made all kinds of sense to bring it forth and advertise it.” Caputo, who is also leading the new campaign. “This is an extraordinary asset, and guess what, we own it,” said Ms. Pandit thought it better promoted the bank’s global presence. Though the phrase was introduced around the invention of the A.T.M. Pandit took over in December, he scratched the “Let’s Get It Done” slogan and ordered up the “Citi Never Sleeps” tagline. Prince did not exactly get the job done once Citigroup was swamped by mortgage losses. The tagline also sounded like the “Git-R-Done” riff from the blue-collar comedian Larry the Cable Guy.Īnd, well, Mr. Although Citigroup executives maintain it tested well with customers, many employees, from senior bankers to security guards, were uninspired. After months of research, the group settled on “Let’s Get It Done,” an invitation for customers to use more of Citi’s services and a rallying cry for employees to get behind its turnaround.Ĭitigroup and Publicis, its newly hired agency, a division of the Publicis Groupe of Paris, strongly stood behind the phrase when they introduced it in April 2007.īut the tagline fizzled, despite a $30 million budget for the first two months of advertising. Prince III, Citigroup’s former chief executive, wanted something fresh and focused on the theme of financial partnership, these people said. Lisa Caputo, Citigroup’s chief marketing officer, who led the initiative, denied that such discussions had taken place with corporate decision makers.Ĭharles O. A “Citi Never Sleeps” campaign began being shown in heavy rotation Sunday.īut Citigroup’s marketing brain trust passed on that same idea about a year ago, said people with direct knowledge of the branding initiative who spoke anonymously because of the confidentiality of the discussions.Īs themes were tossed around for a unified brand campaign, Citigroup executives raised the possibility of resurrecting the bank’s iconic catchphrase, these people said. Three decades after Citicorp introduced “The Citi Never Sleeps,” Citigroup is borrowing from its past. Perhaps the next Citigroup tagline should be “Let’s Get It Right.” ![]()
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