M&S want a logo for their Plan A for their customers, that is as effective as the WWF panda logo.
The "Your M&S" strapline was designed to work on three levels. It was intended to remind shareholders that they own the company, it was designed to perk up staff and it was designed to tell customers that the company will start to sell products that they want to buy.
The WWF logo has an immensely appealing and positive image, which is seen as caring, responsible and credible. This in turn means an inherent emotional and commercial value is attached to the use of our logo, reflecting our appeal and values.