Q-and-A: J.C. Penney's CMO talks branding

07/27/2005 | Wall Street Journal, The

J.C. Penney Co.'s CMO Mike Boylson discusses the retailer's efforts to build its brand and establish an emotional connection with the customer. Boylson mentions how this year's back-to-school campaign, which covers all media, has two elements: a broad story for moms about what the retailer has, and a focused campaign for teens that touts its private-label Arizona brand.

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