Posts from 4th December 2006

4
Dec 06

THE ADVERT CALENDAR OF ADVENT: 4: John Lewis

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Thought I’d hit the print adverts for a change, and a Tube advert at that. I rarely take the Tube, being a bus boy at heart. But after a long hearty walk at the weekend I had to take it home, and so ended up in the carriage with this particular John Lewis ad. Now I was picked up on my “Waitrose don’t TV advertise” assertion on Day 2 of this Advent Calendar, so I won’t be so foolish to suggest that John Lewis never advertise. But they don’t advertise much. It isn’t easy for a department store to advertise after all, they sell everything: what do you prioritise? You either do lots of niche ads, or none at all. Or: as John Lewis have done, build up considerable brand loyalty over a good deal of time (two year guarantees as standard, “Never Knowingly Undersold” etc).