J.C. PENNEY TAPS GENIUS BAR FOR CEO

J.C. Penney Co Inc. has hired Ron Johnson away from Apple to become the new CEO of the company. If you haven’t been into a J.C. Penney store recently, you’re not alone. The company reported $20 billion in sales in 2006 but that fell to $17.8 billion in 2010.  That’s still a ton of cash but the companies downward trend continues, and Johnson will be called upon to right the ship.

 

J.C. Penney has a branding problem that starts from the very top, the name. Expect major overhauls in logo type and branding, not just the retail experience. It would be our recommendation to play up the history of the founder, James Cash Penney, a remarkable man who founded the stores in 1902. Most people don’t have a clue about the store’s impressive history and it would play well to a current top trend in retail: using a brand’s history and heritage as a key selling point. Just look at Red Wing, Sperry, Penfield or Woolrich – American brands experiencing strong revivals.

The man, James Cash Penney. Maybe expand the name? Cash sounds better than a little copper penny.