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‘This is not just an ad campaign’: John Lewis repositions with new brand promise
John Lewis has repositioned the brand under the ‘For all life’s moments’ promise, which it will be backing with a major new campaign, as part of its five-year turnaround plan.
John Lewis has unveiled a new brand promise, ‘For all life’s moments’, which will underpin everything it does going forward as the team looks to “reimagine” the business and better reflect changing consumer habits.
With the launch of its new promise – part of its five-year turnaround plan – the retailer is looking to set a “clear strategic direction for the business in terms of brand positioning”, Claire Pointon, John Lewis’s customer director, tells Marketing Week.
