This week, several major businesses are launching brand refreshes to inject new life and interest into their marketing efforts. Catch up on the latest updates in our Weekly Must Reads.

JCPenney Makes Their Brand Refresh Count

The JCPenney brand has been in turmoil in recent years, following a 2020 bankruptcy filing and subsequent acquisition by Simon Property Group and Brookfield Asset Management. This year, the department store has introduced a new brand positioning with their “Make it Count” initiative, along with a reported $1 billion investment in customer service, operations, and consumer experience. So far, the upgrades include remodeled stores and improved user experience on the JCPenney website & app.

As for their advertising campaign, JCPenney is doubling down on their traditional core audience of budget-conscious families. The new ads focus on the brand’s affordable clothing items, loyalty program, and commitment to supporting local communities. Find out more about their brand refresh efforts and Make It Count campaign here: https://apnews.com/article/jcpenney-investment-economy-marc-rosen-a7fb34b24a1024e78ce211bddb571486

Peloton Takes a More Relatable Approach

Exercise equipment brand Peloton has historically struggled when it comes to marketing, with several notable controversies and missteps over the years. With a recent brand refresh and new campaign, Peloton is hoping to re-establish themselves as a fitness option for “anyone, anywhere.” Their new campaign features real-life customers who represent a wide range of body types and fitness levels using Peloton’s growing variety of products, including their Peloton app, which users can access without any other equipment.

So far, the brand refresh is having Peloton’ desired effect. Their app has seen more than 600,000 downloads from non-members, and early reactions to the campaign have been positive. Check out Peloton’s newest spot and learn more about their refresh here: https://www.marketingdive.com/news/peloton-brand-refresh-campaign-comeback/692564/

A New Creator-Focused New York Fashion Week

If you spend time on TikTok, you may have noticed an uptick in creators posting from New York Fashion Week this year. While the events used to exclusively cater to celebrities, models, and other fashion industry insiders, it’s slowly started to cater to younger audiences with more influencer attendees. This week, popular creators like Alix Earle and Ellie Zeiler attended shows for luxury fashion houses, posting videos of their experience along the way. So far, “Fashion Week 2023” has earned more than 650 million views on TikTok along.

The shift in focus for Fashion Week reflect larger trends in the fashion industry, with more high-fashion brands starting to cater to the interests of consumers on social media. Read more about changes to watch for in luxury clothing marketing here: https://www.thedrum.com/opinion/2023/09/07/the-new-front-row-how-creators-and-luxury-brands-are-redefining-fashion-week

Peyton Manning Hypes Up 2024 Olympic Games

With the 2024 Olympic Games less than one year away, NBC has officially kicked off their promotional campaign with a new spot featuring commentator Peyton Manning. The comical ad opens with a blimp-sized baguette flying over the Eiffel Tower, as Manning welcomes viewers to Paris, home of the 2024 Games. According to NBCUniversal’s CMO, Manning was the perfect choice to lead the campaign for the Olympics this fall, as the ads will run throughout NBC’s NFL coverage, as well as through digital platforms.

NBC has had exclusive broadcast rights to the Summer Olympics since 1988. Advertising efforts for 2024 will continue throughout the fall and winter and will reportedly feature a wide range of athletes and celebrities. Watch their newest ad here: https://www.nbcsports.com/olympics/news/peyton-manning-olympics-baguette