What’s In Your Wallet? How many years has Capitol One been pounding away at this tagline? They must consider it to be very successful or they wouldn’t stick with it, right? It may be irrelevant that, by some measures, it’s a stupid tagline. Stupid because it doesn’t really tell us anything about Capitol One. Stupid because taglines in the form of a question are inherently flaccid, and foolish because they open themselves up to evoking the wrong answer.
Their tagline has crossed over to being memorable, easily recalled by just about anyone who is asked, “What’s Capitol One’s tagline?” Is this due to the brilliance of the tagline? Of course not. It’s due to a consistently heavy media budget. And, I suppose, it’s due to hearing the question so often out of the mouths of so many celebrities who have nothing to do with Capitol One. A classic example of borrowed interest in a bad way.
Capitol One isn’t really asking what’s in your wallet. They are asking if the credit card you use carries as many benefits, or benefits that are as good as you get with their credit card. The line is meant to give you pause, and make you realize your current credit card is lacking.