Most companies use slogans, taglines or catchy phrases in their advertisements to tell the world what makes their product or service special or different. A slogan can become the foundation of a company’s identity if done well however, if done poorly - a slogan can send the wrong message and actually drive customers away. This is why it is important to have a solid and accurate tagline. When you develop an effective advertising slogan – one that’s notable and gives a precise picture of what your business is all about – the slogan becomes an important part of your brand. An advertising slogan reveals a lot about your company, especially when the slogan reveals something about your prices, services or what customers can expect. This is exactly why I agree that Walmart was right to drop their tagline “Always Low Prices. Always”. Walmart is not always going to have the lowest price on an item so the continued use of the slogan could possibly work against Walmart when people start observing the prices may not ALWAYS be lower. Even though, this tagline did reach with millions of customers, their second operation – the price rollback campaign helped stock soar 1173 percent in the 1990s. This strategy was more appealing to the eye; people saw a smiley face slashing prices in half. It did wonders for the company! It was like the store’s mascot, it was on the commercials, store signane, employee aprons and their buttons. It was during 2000 – 2007 when Walmart’s stock prices fell and remained low that the company took a new direction and launched their new campaign and tagline “Save Money. Live Better.” I believe this tagline and campaign has been the best one yet for Walmart because it is to the point, precise; it states goals, short, simple, and in these four words it defines the company. The word “always” in their first tagline came off too strong. This tagline, is saying by shopping at Walmart you will save money and you will be happy. I also believe that Walmart’s “live better” part of the tagline referred to the environmental initiatives that were occurring by constructing new buildings from recycled materials, cutting transportation costs and energy usage and encouraging customers to buy more “green” products. Compared to the first tagline, this was more well thought out, mature and it hit the spot. It also corresponds well with their three basic beliefs and values: “Respect for the Individual,” “Service to Our Customers,” and “Striving for Excellence.”