How to rebrand

JCPenney and the Dangers of Selective Data

Image from: JCPenney Rebrands / brandsunderconstruction.com JCPenney has been undergoing some huge changes in the past year – they’ve launched not one, not two, but three new attempts to rebrand the store. The most recent move was to launch a “store-in-a-store” program similar to Target. The Wall Street consensus, as well as their earnings, have said that this strategy isn’t working. But, I wanted to take a look at the Compete data