I just caught up with the piece in AdAge written by Charles “He doth protest too much” Rashall, president of BrandAdvisors, the company that implemented JC Penney’s failed re-imaging. Charlie defends the strategy “that allows J.C. Penney to stand for something meaningful and distinctive, and to that end, coming to grips with and staying focused on the ideal target customer.” Unfortunately, it didn’t fucking work. It’s like the Poisoned Dwarf defending Enfatico. But he doesn’t, he simply sweeps it under the rug, goes out and buys some more companies. Charlie should learn this lesson. Why the fuck are you reminding people about something considered to be a very expensive failure? As for the fucking logo. Maybe they should have hired Wil.I.Am.
He'll also design a new outfit for you!