This excerpt taken from the JCP 10-K filed Apr 4, 2007.
New JCPenney Brand Positioning
In February 2007, JCPenney launched its new brand positioning: Every Day Matterstm. This new branding is expected to position JCPenney as a lifestyle solution for its target customers and will be evident in every aspect of the Companys business, from its approach to merchandising to its marketing and advertising, to most importantly, its enhanced customer service, with associates focused on moving from a transactional relationship to an emotional relationship with customers. This new positioning of the JCPenney brand was unveiled to the public with a new television advertising campaign, launched during JCPenneys sixth annual exclusive retail sponsorship of the Academy Awards on February 25, 2007.