In a commentary, SMU adjunct faculty and NPS International School director Bala Shankar reviewed some of the changes in marketing and questioned how relevant taglines are as a marketing tool in the new technology and communication age. He concluded by suggesting that perhaps pictures will replace taglines in the new world order and that marketers could go a step further by linking the tagline to not just the product, but to esoteric values such as organisational spirit, social goal, collective strength of human resources or hybrid lines that encompass more than one facet.