Sunday, February 18, 2007
J.C. Penney Launches New Brand Positioning
J.C. Penney switched to a new ad agency, Saatchi & Saatchi, to come up with its new tagline "Every Day Matters." This is a change from its previous campaign "It's All Inside."
The new brand positioning also supports J.C. Penney's 2007-2011 Long Range Plan, which will be unveiled at the company's analyst meeting in April. Following the Academy Awards, ads will air over the next few weeks, reaching 89% of women ages 18-54 more than 12 times.
"Our customers want the moments in their lives to be more exciting and more meaningful," said Myron E. (Mike) Ullman, III, chairman and CEO. "To address this, our mission will be to make J. C. Penney a source of encouragement and inspiration, offering style and quality at a smart price."
J.C. Penney's stock price has risen over the past two years. It will be interesting to see if changing agencies and campaigns will have a positive impact on J.C. Penney's short term and long term success.