Project Clarity

The Brains on Fire Blog relays news of JC Penney’s new tagline, “Every Day Matters.”

Apparently, this is another example of how bringing on a new agency often yields a new tagline. Oh, yes, there’s the quote from agency representative about “resonating with consumers.”

Is it a new day at JC Penney? I don’t think so. Spike Jones at Brains on Fire testifies:

“A rallying cry is great. But a remarkable experience is even better. It transcends tag lines and advertising. (And when you have a great name, you might not even need a tagline because your name says it all.)

“Creating a new tagline won’t change anything. Try starting with the culture. The experience. The people inside your company.”