When creating a new website, or refreshing an existing one, most people remember to tackle the big things. Identifying groups of potential web visitors (customers, potential customers, donors, employees, investors, partners) and the information they’ll need. Designing an inviting and visitor-friendly layout with beautiful photos or graphics. Crafting compelling copy that tells visitors you “get” them – you know who they are, understand their needs and can help solve their challenges.
At the beginning of this year, 110-year-old retailer, JCPenney began making changes to its brand in an effort to restore it’s integrity and transform the way shoppers feel about the experience of retail stores. Their aim is to get rid of the frustration and make shopping “simpler” and it is all part of a brand overhaul planned by Apple exec turned new JCPenney CEO Ron Johnson. Johnson plans to completely revamp JCPenney’s image by 2015 and his plan is to do that by taking big risks. Johnson draws his inspiration from his former boss, the late Steve Jobs. His new marketing strategy will all be about product, place, price, and promotion – the 4 P’s of marketing. But he will also add in presentation and personality to increase curiosity and interest in JCPenney.
