JCPenney
Evolution of Marketing
embrace change
& drive accountability
relevance = differentiation
the price of entry
The four major changes:
block & tackle
brand the company
manage the downturn
adjust to new realityadjust to new reality
innovation
relevant
connected
consistent
measurable
speed
Creating a culture of speed
rewarding risk
being quick without hurrying
“fallure”or falling forward
opportunity:
embrace history
this was an opportunity
partnership
environment
of trust and openness
The
challenge
evolution
it’s not only about style
We must use both
style and technology
to evolve our brand
ClientSummit2010_MikeBoylson(JCPenney)
ClientSummit2010_MikeBoylson(JCPenney)
ClientSummit2010_MikeBoylson(JCPenney)
ClientSummit2010_MikeBoylson(JCPenney)
ClientSummit2010_MikeBoylson(JCPenney)
ClientSummit2010_MikeBoylson(JCPenney)
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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 Client Summit.

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ClientSummit2010_MikeBoylson(JCPenney)

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