J.C. Penney's New Logo Is Its Fourth in Four Years
J.C. Penney has quietly introduced yet another new logo, just one more change amid the ongoing metamorphosis and backtracking at the troubled retailer.
rebranding
How Sears Can Save Itself: Buy and Sell American
On Tuesday, Sears Holdings announced it would close as many as 120 Sears and Kmart stores after a holiday sales season in which it fell flat on its face. What Sears really needs is a new image -- an idea that will lure shoppers back. Could "Made in the USA" be it?
J.C. Penney Takes Aim at Fashion Leader Status
Style watchers have their eye on Fashion Week, under way in the Big Apple -- and so does J.C. Penney. The jcp design groupe is bringing legitimate fashion cred to the retailer, with trendy looks that rival higher-end chains. Follow their new camel cape from conception to consumer with us and you'll get the message they're sending: This is not your mother's J.C. Penney.
Is Penney Wise? The Retailer Is the Latest to Risk Rebranding
J.C. Penney hasn't even launched its new logo yet, but the critics aren't wasting any time in trashing it. Why do companies repackage themselves -- and what happens when customers don't like the new look? Just ask Gap or Tropicana, both of which quickly reverted to what they had previously.
Gatorade's Rebranding: So Confusing it Requires a New Ad to Explain It
PepsiCo is starting to make rebranding missteps a habit. This time it's Gatorade. Despite the simple "G" on the bottles, there are now so many brands and flavors of the sports drink that consumers need a users guide to figure out which one to buy.
