WHSmith is testing a new slogan ahead of the launch of its Christmas campaign, which will be unveiled at the end of this month.
The back-to-school campaign has been airing over the past month on TV, with the tagline 'more of what you really want'.
A spokeswoman said a number of options were being tested, including other potential epithets.
She would not confirm whether a celebrity would replace former face of WHSmith Nicholas Lyndhurst, who played hapless plonker Rodney in family comedy Only Fools and Horses.
Chris Cleaver, consultant at brand strategist Brandsmiths, observed: 'The slogan sounds a bit non-specific. They need a message that is over and above the offer like Tesco's 'every little helps' or Boots' 'looking after the nation's health'.
'It's a brand that people have a lot of affection for - a worthy brand that doesn't want to rip you off. They need a big idea to coalesce the offer around.'