J.C. Penney Defines their Brand and How it’s Different from Kohl’s

I caught the end of a J.C. Penney TV commercial this morning and a line stood out  . . .

Unlike other stores, J.C. Penney doesn’t make you return to save.

For regular shoppers, you know this is a direct hit on Kohl’s and Penney’s nailed it.  Kohl’s offers a program of “Kohl’s Cash” getting consumers to return to the store to spend dollars earned within a short time after their visit. Penney’s asserts in their advertising that they’re offering shoppers the savings up front, instead. Pretty savvy advertising.

It also struck me that the line is what I consider a critical element of a brand position — defining how your brand is different. It’s astounding to me how difficult this is for some brands to define. Take some time today and think about your organization and start with “Unlike other,” and see where the definition takes you. How can your company change the conversation about what you offer to your community through a strong brand statement? I’d love to see your results in the comments.