David Jones dumps its old branding slogan for 'Was. Is. Always. David Jones'

The Australian Business Review, 15 August 2011.

Recently David Jones announced that to help "get the cash registers ringing" it had, among other things, dumped its old slogan "There's no other store like David Jones" for the new "Was. Is. Always. David Jones".

This is a classic example of marketers forgeting why distinctive assets are of value to the brand. >> read more.