Dixons.co.uk - the last place you want to go. Really.
In marketing, if you're going to push the envelope and think outside the box, you need synergy in any multi-platform brand campaign. It's all about getting your ducks in a row, singing off the same hymn sheet. You want to be facilitating scoping, expanding your knowledge base so you can go the extra mile, and all the rest of that contrived bullshit that dribbles out the mouths of those marketing wankers.
If you want a memorable catchphrase for a business, it has to work everywhere - on buses, on television, in the press and on posters... and online. For example, you might remember the Dixons.co.uk campaign that attempted to slate Harrods using the catchphrase "the last place you want to go", on the basis that you can look everywhere else but you know in the end you'll find a product cheaper at Dixons:
While not a brilliant campaign - Harrods were in fact selling televisions cheaper than Dixons - the catchphrase makes sense in context of the advert. However the same strapline without any creative execution means something completely different, because it's already an everyday phrase meaning "I'd rather have hungry tigers strapped to my legs than go there" - or words to that effect. So as avid Bitterwallet reader Diane points out, when used on Dixons.co.uk without the context of the advert, you don't feel too warm and fuzzy about giving them your business: