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09-26-16

WISDOM FROM JEFF JONES, CMO AT TARGET

How does a brand survive 150 billion negative media impressions?

It helps if you stay “On Target.”

Target, the ubiquitous retailer, has a simple brand promise: Expect More. Pay Less.®

As a result of the recent data breaches, Target’s brand took a serious hit.

“We had two choices: surrender or fight,” say Jeff Jones, CMO of Target.

At the recent ANA conference, Jones acknowledged that the data breach was a wake-up call to get the company and the executive team aligned around an agenda of positive change.

“Never let your brand promise simply become a tag line.”

Great advice.

How about your organization? Is your tagline just a tagline? Or is it a brand promise?

SHIFTPOINTS® helps companies unleash the accelerating power of alignment.