January 27, 2012
Marketing PR
Is it possible to successfully rebrand one of world's largest, most un-cool retail institutions?
What were you thinking Ron Johnson? Why would you go from Target to Apple just when the Target brand had caught fire and Apple was at $25 per share (January of 2000)? Then from Apple, the world's most successful brand, to JCPenny a conventional, old-school department store? The answer may surprise you -- it surprised me.
On February 1st JCPenny, America's 25th largest national advertiser ($1.32 billion ) and its new CEO Ron Johnson (November 2011), is going to attempt to redefine retailing.
I'm not going to even attempt to explain the strategy, just understand that, as designers and marketers, we need to track how this experiment unfolds (I call it an experiment, but as Johnson describes it, it's a sure thing).
It's ALL about remaking a brand, revolutionizing the retail marketing model, and infusing everything with a new look and feel. I encourage you to watch at least the first 20 minutes of the hour-long launch video, I guarantee you won't regret it.
The press release with details...
The new TV spot: it sure got my attention...
Visit the Ideabook.com Store | Subscribe to the newsletter
I was actually quite fascinated with his thoughts on pricing, and the new pricing structure. I am so interested to see how people adapt to the new no sale policy, and if it starts a revolution. I have been saying for a while, I am tired of these weird sales all the time, and that stores just need to drop their prices and be done with it. :)
Great collection of resources on the move!
Posted by: Bianca | January 28, 2012 3:01 PM