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WSJ (paid sub. req.) looks at one department store’s attempt to redefine itself via advertising.

J.C. Penney Co. today will unveil a new marketing campaign centered around the slogan “Every Day Matters,” the latest step in its long-running push to update its image to reflect more stylish offerings.
The new campaign comes just a few months after J.C. Penney abruptly switched its account to Publicis Groupe’s Saatchi & Saatchi, ending a six-year relationship with Omnicom Group’s DDB Worldwide.
“We needed a rallying cry that would resonate with our customers,” says Chief Executive Myron “Mike” Ullman III., who adds that he hopes the new slogan will be as powerful as Nike’s “Just do it.”

I had to stop reading after that last paragraph.
[UPDATE] Check out the Dallas Morning News lead on this story.

J.C. Penney Co. wants to be loved.
More important, the 105-year-old department store chain says it’s ready to be loved – ready to form a more intimate, emotional connection with shoppers.

When Lovemarks hit the shelves a couple years ago, pundits everywhere were busy blasting the concept. But now it looks like Kevin Roberts–Saatchi’s CEO and author of the book–is laughing all the way to the bank.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.