Macy’s Blunders with Marshall Fields Brand Name Change

Aug 222008
 

Macy’s thought it could cut costs and achieve buying efficiencies if it created one single national department store chain. That thinking led to a major brand blunder in Chicago. Watch as shoppers share their feelings about the loss of Marshall Fields and its replacement by Macy’s. Marshall Fields has such a devoted brand following that even two years later, protests remain wide-spread and vigorous. Visit www.keepitfields.org, www.fieldsfanschicago.org, and www.darrid.com for a sample of how shoppers and brand devotees keep hope for a return of Marshall Fields–not just the name, but the entire brand experience–alive.

More naming resources:

Naming How-To:

Naming Mistakes
Six Factors for a Memorable and Motivating Name
History of Best Known Brands
Styles and Types of Brands
Choosing a Name
Try a Recycled Name
Web 2.0 Naming Considerations
What is Brand Architecture
Approaches to Brand Architecture
Brand Architecture and Business Strategy

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Selected Naming Portfolio

© 2014 Lisa Merriam