If Your Brand Ain't Broke, Please Don't Fix It!

There's a lesson to be learned here, at least for those of us with open minds. The teacher? JCPenney, for 102 years a leader as a quality soft goods retailer. Apparently more than just a little concerned with the increasing success of competing retailers such as Target and Kohl's, some time ago Penny's senior management went looking for a way to best those competitors. Not just some fine tuning, mind you, but a complete remake of virtually everything JCPenney previously stood for. The results can best be described as an absolute disaster!

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