After having used for a mere few months the “Let’s get it done” tagline Citigroup has gone back to his 30 years old, world famous slogan “The Citi never sleeps” by renewing it in “Citi never sleeps”.
The new tagline captures the “organization’s relentless commitment and boundless energy to serve customers in more than 100 countries” Citigroup CEO Vikram Pandit noted himself.

The decision came after Mr Pandit replaced former CEO Charles O Prince III and after the group had invested not less than $ 30 million just for the first two months of advertising following to the introduction of the “Let’s get it done” slogan.
Apparently, even if “Let’s get it done” did appeal customers, it did not inspire employees at all levels within the organization. Furthermore, as Miss Caputo - Citigroup Chief Marketing Officer - put it, the worldwide known tagline is one of the brand major assets, embedding the group identity and mission to its customers, being this the reason for bringing it forth again and making it the slogan of the new brand effort Citigroup has planned for 2008.