Mike Boylson, CMO, JCPenney, discussed how they constantly push the envelope with digital technology to not only build the JCPenney brand but change the way we think about JCPenney at the Razorfish Client Summit.

1. JCPenney
Evolution of Marketing

2. embrace change
& drive accountability

3. relevance = differentiation
the price of entry

4. The four major changes:
block & tackle
brand the company
manage the downturn
adjust to new realityadjust to new reality

5. innovation

6. relevant
connected
consistent
measurable

8. speed

9. Creating a culture of speed
rewarding risk
being quick without hurrying
“fallure”or falling forward

10. opportunity:
embrace history

11. this was an opportunity

13. partnership

14. environment
of trust and openness

15. The
challenge

17. evolution

19. it’s not only about style
We must use both
style and technology
to evolve our brand