J.C. Penny’s idea.

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I’ve never been a fan of Penny’s though I certainly know the store and have shopped there.
 
The Saatchis are launching a new campaign around the idea “Every Day Matters,” a welcome change from the old effort “It’s all inside.” “It’s all inside” was not an idea, it was a tagline. The only way if could have been an idea was as a consolidation or a one stop shop strategy, and that’s no way to build a brand. Where’s the aspiration? Where’s the consumer? If there was a double meaning in the line, a la it’s all inside the human spirit, I thing DDB fell short. The musical device build to present the line was a keeper, I will say, but that’s it.
 
“Every day matters” is own-able and deliverable. Most important, it is an architecture for an ongoing, meaningful, consumer-focused story. Let’s hope the Saatchi’s can deliver.