JCPenney launches new brand positioning - 'Every Day Matters'
19 Feb '07
2 min read
J. C. Penney Company Inc announced the launch of its new brand positioning, "Every Day Matters," which will serve as the foundation for accelerating growth across the Company by enabling JCPenney to have a deeper, more emotional and enduring relationship with current and new customers.
"Every Day Matters" marks a fundamental change in how JCPenney defines its relationship with its customers. For the first time in the retailer's 105-year history, JCPenney has created an overarching brand positioning that will be inherent to every customer touch point, including inspiring lifestyle merchandise; enhanced customer service across all shopping channels; an integrated marketing campaign, featuring print, broadcast and online components; an updated store environment with new graphics and signage; and training for every one of the Company's 151,000 Associates in executing these initiatives.
Additionally, the new brand positioning will support and help drive JCPenney's new 2007-2011 Long-Range Plan, which will be unveiled at the Company's analyst meeting in April.
"The past few years have been increasingly successful for JCPenney and we are once again one of the top retailers in the country. Now is the ideal time to build on what we have achieved and accelerate our growth," said Myron E. (Mike) Ullman, III, chairman and chief executive officer of JCPenney.
"To do this, we are capitalizing on our greatest strength and competitive advantage: the spirit and talent of our 151,000 Associates. Through their daily actions, our Associates will bring 'Every Day Matters' to life by assisting customers in celebrating and appreciating the every day moments in their lives."
marketing@alchempro.com
