Is John Lewis right to drop ‘Never knowingly undersold’?

As John Lewis & Partners call time on their long-standing slogan, our Strategy Director Jo Delaney discusses the effects on brand perceptions and profit margins with Campaign Magazine:

“John Lewis isn’t a brand built on price but on trust. “Cheapest” (aka their strapline, minus a copywriter) isn’t, and should never be, the John Lewis heartland – especially not as we increasingly summon Amazon whenever we need a new kettle.

So, John Lewis is right to drop “Never knowingly undersold”. Losing the line will not erode their sacred brand perceptions, but will stop the retailer dangerously eroding their margins. Under Sharon White’s new guidance, the leadership team are finally showing a serious commitment to change; axing something that’s been in place for 95 years is a roaring statement of intent.”

Read the full article here.


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