Comments on: Facebook Users: Do What I Want, Not What I Say

By: Rob Martell

Rob Martell — Fri, 27 Feb 2009 02:43:36 +0000

Undoubtedly correct, Mr. Schuman. I knew about Marshall’s, but not the rest. Since so many brand names have been bought by so few companies, it is a worry. Who would know what corporate parent really owns what!

By: Evan Schuman

Evan Schuman — Thu, 26 Feb 2009 17:36:54 +0000

Editor’s Note: TJX happened to catch a marketing break with this case, which partially explains what you reference.
Unlike most retail chains, none of TJX’s stores use the parent company’s name. Two get sort of close (T.J. Maxx and T.K. Maxx) but others (Marshall’s, HomeGoods, A.J. Wright, Winners, Stylesense, HomeSense) are quite far removed.
If this had happened to Target or Wal-Mart, the argument could be made that the consumer awareness would have been higher. After all, even a dedicated news junkie who also happens to be a devoted Marshall’s shopper might be forgiven for not connecting news reports of a TJX breach with the store she shops at.
I sincerely doubt that was even a small reason for the branding choices that TJX made, but it’s a nice benefit for them.

By: IT guy

IT guy — Thu, 26 Feb 2009 14:55:25 +0000

If you are not in Computer Technology and/or Security for your occupation I don’t think that it’s that common knowledge that the TJ Max store you shop at is the one which was at the time the biggest security breach of stolen credit cards ever. I’ve never found an non-technology person that knows this. Being a news junkie I know they are not constantly talking about it like other news. The news does talk about security breaches but the name TJ Max is not used every time. Also I feel that most consumers that hear about TJ Max breach either ignore it or wipe the TJ Max part from their memory because they feel that every retail store is just as at risk and there’s no sense worrying about it because they still want to use their credit card to shop. On the other hand I’m in IT security and the one time I went in that store I couldn’t help but pay with cash.