THE REBRAND

What happens when Apple takes over a massive retailer? It becomes instantly cooler. Check out the new J.C. Penney logo – actually now it should be referred to as the “jcpenney” logo – the name of the company itself has changed. Ron Johnson, the former head of Apple’s incredibly successful retail division, became CEO of jcpenney in June of 2011 and his massive changes were unveiled yesterday in New York.

To put everything in context it’s important to look back. Two Oscar seasons ago J.C. Penney clearly wanted to play with the stars in retail by creating a more upscale perception of their brand. They executed a massive marketing push around awards season including expensive advertising, an official sponsorship of the Oscar’s and a temporary and massive ‘pop-up’ shop in the middle of Times Square. The problem? None of this did anything to solve the core issue – that the name and branding of the company in and of itself was the problem. The brand needed to change. And no better person to come in and clean house than Mr. Johnson. The logo is a stunning change of course. It looks young, All American, minimal, and combines the letters to give each one equal measure, no emphasis on the word “Penney” which naturally sounds cheap. I wrote about the hiring of Johnson in a previous post and it’s encouraging to see everything moving forward for the brand so quickly.

 

 

 

 

 

Category: Fashion, Reports, Retail.

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