John Lewis overhauls image

Department store admits brand could be seen as 'fuddy duddy'
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John Lewis is giving itself a corporate makeover, in an attempt to shed what is sees a 'fuddy duddy' reputation.

It has internally clarified its brand position as it plots for its next phase of growth – aiming to become Britain's 'most trusted and beloved' retail brand, reports Marketing Week.

Marketing director Craig Inglis said: “There is a level of change occurring that hasn’t happened in the business before. We can be accused of being beige at times, so we’re trying not to be. Now we’re clear on our brand - it’s never been written down before.”

“We need to be more polarising in our advertising. There’s probably a group of our customers that hate our recent ads, but I think that’s OK. We’ve got to challenge them.”

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