Turning around the turnaround: JC Penney goes back to the future …

In one svelte move, JC Penney launched near-total, point-by-point repudiation of ex-CEO Ron Johnson’s attempt to turn the retailer into a chain of Apple stores. 



Let’s dissect this one …

First, the fair & square JCP logo gets thrown on the scrap-heap.


I guess there just weren’t a lot of hip kids racing over to JCP for some trendy duds.

Second, note the “we’re listening” jab.

Johnson was widely criticized for acting like Steve Jobs and not listening to customers (or employees).

My hunch: that jab is more intended to employees than customers … to get the survivors back on board.

Third, the “come back” line.

Nice touch of candid humility:

“We know we screwed up and drove you away … please give us another try.”

About the only thing missing is “Sale starts Thursday … bring your coupons.”

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2 Responses to “Turning around the turnaround: JC Penney goes back to the future …”

  1. Ivan Says:

    re Logo: old logo looked more like a bank logo, which sure is not a plus these days

  2. Deepak Says:

    I think, changing JCP logo was the only thing Ron Johnson did well.

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