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September 7, 2006

Branding: Marshall Field's Becomes Macy's

Marshall FieldsIn a Chicago Tribune article yesterday, Hard-core fans stay loyal to brand, Sandra Jones reports that many people are simply not taking well to the Marshall Fields name change to Macy's.

Macy'sThe “Keep It Field’s” campaign is proof that a long-standing brand name like Field's can't just go away easily. In fact, one loyal customer has spent $2,000 of her own money to preserve the brand name. Some name changes make people so irate it catches on with even some of the least loyal customers, a subject I have written about before.

For more commentary about the name change from Marshall Fields to Macy's, check out our September 2005 blog post announcing the name change and the comments.

To understand the challenges facing Federated Department Stores as it re-brands stores to Macy's, check out Vanessa O'Connell's September 5th article in the Wall Street Journal.

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Posted by William Lozito at September 7, 2006 10:29 AM
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1 Comment

It illustrates that monolithic branding is not in vogue mid-decade—even as a non-American, I like Marshall Field’s.

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