Macy's national appeal?

The Wall Street Journal ran an interesting interview today with Peter Sachse, Macy's CMO and chairman of its online division. (Take a look by clicking here.)

After changing the name of well-established regional department stores under its umbrella-- such as Marshall Field's and Filene's-- to Macy's, and running a TV ad campaign bursting with stars including Martha Stewart and Donald Trump, Macy's is embarking on a local advertising push with ads in newspapers, on the radio and online in an attempt to reengage with consumers who were upset after seeing their tried-and-true local department stores undergo a corporate facelift.

Are celebrities and local advertising enough to change Macy's brand image? Will the fact that Macy's locations can now tailor "about 15%" of their offerings to regional preferences help? Let us know what you think.