Posts Tagged ‘j.c. penny’

3 ½ Business-Boosting Lessons You Can Learn From J.C. Penney’s Rebranding Disaster

By: Dave Dee on: August 6th, 2013 6 Comments

Last week J.C. Penney Co. hired a new senior vice president of marketing. Debra Berman, formerly with Kraft Foods, was hired to win back customers and create more frequent sales. This is the latest in a plan by J.C. Penney’s CEO to reconnect with their customers and revitalize their struggling brand. Why are they struggling? Well, the former CEO tried to transform the store to attract a “younger” and “hipper” audience…and failed, amassing nearly a[…]

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