John Lewis marketing boss: Value perceptions are a ‘detractor’ for the brand
John Lewis has made its biggest-ever investment in marketing as it seeks to redress value perceptions about the brand, and relaunches its ‘Never Knowingly Undersold’ promise.
John Lewis’s top marketer has admitted that value perceptions are a “detractor” for the brand, as it invests in its biggest-ever marketing campaign, which relaunches the ‘Never Knowingly Undersold’ promise.
The retailer revealed today (5 September) that it is bringing back the line, which is almost 100 years old. The brand promise is underpinned by a new platform, which aims to bring to life the “reimagined” promise. The platform will see John Lewis release three ads in the run-up to Christmas, with the first coming later this month. The retailer will spend the most it has ever done on marketing during this “golden quarter”.
John Lewis offers “great value” asserts customer director, Charlotte Lock; however, perceptions that it does not have been working against the retailer.
