Death of the catchphrase?

My colleague Marty posted about this rather good piece in Media Guardian. A short excerpt:

"The problem brands face is that consumers effectively have a degree in film studies," agrees Robert Senior, founding partner at Fallon, the agency behind Asda's shift in strategy. "Basically, if a brand or company doesn't have a strong moral compass - which may sound a bit pretentious - then consumers are going to stop trusting you, no matter how fancy your catchphrase is."

See also The International Database of Corporate Commands which the people at Fallon brought to my attention recently (nicely tagged under "Ad Agency Deathwatch").