June 2, 2007
The Federated Company Name Is Dead, But the Macy’s Brand Name Is No Marshall Fields
Federated Department Stores changed its name officially to Macy’s Inc yesterday.
Interestingly, the person in charge of making the transition, CMO Anne MacDonald, inexplicably left the company a couple of days before the transition became reality.
Expect to see bigger ad spend on advertising and less on private marketing efforts says Marketing Daily. Apparently sales at what they call the "new" Macy’s (those that were formally Marshall Field's stores) are down. Are you surprised? I’m not.
Second City Style snipes that "the Midwest has had enough homogenization for a while and will likely be taking its business elsewhere."
Long live Marshall Field’s in the hearts and minds of consumers.
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