November 3, 2003
PT Marketing Exec Tries to Revive Field’s
By George Anderson
The former top marketing honcho who was instrumental in making Target’s bulls-eye logo into a retailing icon is back two days a week in the company’s headquarters in an attempt
to get the department store turned around.
John. Pellegrene, who retired from Target in 2000 is back to help get Marshall Field’s turned around, reports Crain’s Chicago Business.
According to the publication, Mr. Pellegrene is “Renowned as one of the retail industry’s most innovative thinkers, Mr. Pellegrene has no small plans. He wants Field’s to ‘own’
the color green, meaning that anytime consumers see green, they think of Field’s. And just in case shoppers miss the point with the billboards and bags, the façade of the
State Street flagship will be washed in green light indefinitely.”
Moderator’s Comment: Is John Pellegrene what Marshall Field’s needs to recapture the brand equity it has lost? [George
Anderson – Moderator]
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