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ClientSummit2010_MikeBoylson(JCPenney)

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Mike Boylson, CMO, JCPenney, discussed how they constantly push the envelope with digital technology to not only build the JCPenney brand but change the way we think about JCPenney at the Razorfish ...

Mike Boylson, CMO, JCPenney, discussed how they constantly push the envelope with digital technology to not only build the JCPenney brand but change the way we think about JCPenney at the Razorfish Client Summit.

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    ClientSummit2010_MikeBoylson(JCPenney) ClientSummit2010_MikeBoylson(JCPenney) Presentation Transcript

    • JCPenney Evolution of Marketing
    • embrace change & drive accountability
    • relevance = differentiation the price of entry
    • block & tackle The four major changes: brand the company manage the downturn adjust to new reality
    • innovation
    • relevant connected consistent measurable
    • speed
    • “fallure” or falling forward Creating a culture of speed rewarding risk being quick without hurrying
    • opportunity: embrace history
    • this was an opportunity
    • partnership
    • environment of trust and openness
    • The challenge
    • evolution
    • We must use both style and technology to evolve our brand it’s not only about style