The new jcpenney logo, which combines the elements that have made jcpenney an enduring American brand, by evoking the nation’s flag and jcpenney’s commitment to treating customers Fair and Square. The square frame imagery will be evident throughout all of jcpenney’s marketing, to remind customers to frame the things they love.
SOURCE J. C. Penney Company, Inc.
The JCPenney brand has needed a facelift for a long time. Their new identity and business approach might not be their long-term solution, but at least they are being proactive in trying to fix their image. I do like (and “like” is being nice) the concept behind their new identity, BUT MY COMPLEMENTS STOP THERE.
- Commercial: Annoying and misleading
- Logo: GAP? Seeing the similarities?
- An “American Brand” : I think not. When 20% of their inventory is made in the USA, call me.
Commercial
Women screaming for getting coupons? Men leaving a line when there is a 50% off sale going on? A lady screaming in the middle of the store because the dress she wants is marked down 40%? I am asking my self, “Why are these people upset? They are getting a good deal on something they want.” It makes no sense to me. JCPenney, you are not fooling your shoppers into thinking they are always getting the best deal all the time. And your vow to not send out coupons anymore? Please. I’ll bet that by Christmas 2012, there will be “Sale” signs all over shopping world.
Logo
Did the design, marketing, and advertising industry not learn from GAP’s mistake of their rebrand in 2010. Even if JCPenney’s concept had meaning behind it, the simple fact that it resembles Gap’s logo should be enough reason NOT to do it.
“American Brand”
Simply put, if you’re going to brand yourself as America’s brand, SELL AMERICAN PRODUCTS. Over this past Christmas, I had JCPenney gift certificates to spend, and I specifically needed socks. It was a night after I watched a “Made in America” segment on ABC World News and I wanted to buy an American pair of socks. Out of the dozen or so brands in JCPenney, I found ONE brand of socks that manufactures their sock’s in America. That company was Nike. Yes, Nike.
I know it is not JCPenney’s fault that the inventory they stock doesn’t keep manufacturing jobs in America, but you have two options in my eyes. One, you don’t brand your self as “America’s Store.” Two, only stock Made-in-America products.
Overall, I am disappointed to see the solution that has been created for a company that has been around since 1902