After killing its ‘Never Knowingly Undersold’ slogan last month, John Lewis has revealed a new positioning and ad campaign that it hopes will revitalize the brand in the face of economic uncertainty.
The John Lewis Partnership has been on a turnaround mission since before the pandemic. After racking up significant losses over the past five years, it set the mighty task of reaching profits of £400m by 2025.
As part of the much-needed U-turn orchestrated by chair Sharon White, the retailer had tabled a move away from its 97-year-old, much-loved – but financially problematic – ‘Never Knowingly Undersold’ slogan-cum-price-promise back Read full story ›
Source: The Drum
Industry News
