Lately it seems JC Penney just can’t catch a branding break. We recently highlighted their first branding failure with their “Kill the Coupon” strategy in Melissa Gullickson’s earlier post, “Marketwave’s Most Awkward: Best (or worst) branding fails.”
More recently, the company finds itself taking heat over a billboard featuring a tea kettle that consumers say resembles Adolf Hitler. If the brand hasn’t experienced enough failure this year, PR Daily just added insult to injury by including the company to their list of 10 brands that could soon vanish within the next year.
Though a number of our team members are still loyal shoppers at the store, our professional opinion isn’t in favor of the current brand strategy. First, eliminating coupon usage from loyal customers, then, not clearly thinking through the potential pitfalls of this advertising campaign, this company needs to develop a new (and improved) marketing strategy, fast!
What are your thoughts on the current JC Penney brand?