September 30, 2011
“A brand is a promise,” Kevin Mansell, chairman, president and CEO of Kohl’s Department Stores, told over 500 students in two sessions of a Wisconsin School of Business course, Marketing in the Real World II, on Sept. 28. Kohl’s market positioning statement, “expect great things” is not only a promise to its customers, but also to its suppliers, investors, and 135,000 associates.