You have no idea what branding is.  
I don’t know, either.
I don’t know that anyone does, actually. At least definitively.
I think “brand” is one of the most misunderstood, inconsistently defined words on the planet.
Some peop…

Stop the presses! JCPenney has a new tagline. If you can stand the excitement, here it is: Every Day Matters The company’s chief executive is quoted as saying, “We needed a rallying cry that would resonate with our customers.” He…

Here’s where JC Penney’s may be right: They’re involving their employees. Now, hopefully this doesn’t end up as one of those “You’re going to help the brand by staying underpaid, overworked and underappreciated, but don’t forget to smile and say all kinds of nice things that we’d never say to you, because the customer is the only important part of the retail equation” speech that EVERY retailer gives their employees.

Sorry, was that bitter? Either way, to me, this whole thing sounds like an old-fashioned ad agency has pulled the wool over JC Penney’s eyes…Score one for the old guard.

Now let’s see if anything actually changes. My money’s on “no”.

But at the same time, I wonder if they’re coming up with this comparison during the early planning stages or just before the promotional launch.

If a client was in the final stages before unveiling the new campaign and came up with a comparison so people would get what they’re trying to accomplish? I’d be somewhat forgiving if that’s the case.

It probably never happens, but thought I’d serve up the possibility.

It doesn’t change the fact that it is what is underneath it (aka the product or experience) that customers care about. And whether that pig is pretty or just plain smelly is the key.