J.C. Penney Rebuilds its Brand

It’s been a while coming, but we’re finally starting to see the results of Ron Johnson’s new reign at J.C. Penney. And those results are quite the shakeup.

The retailer is doing away with coupons, crack of dawn deals and strict return policies. It’s a big change, and it may be a steep climb to sell it both internally and externally.

So J.C. Penney is pulling out the big guns to reach its target demographics. New spokesperson Ellen is doing a great job of sharing the message: change is good, and shopping has changed for good. There’s a microsite dedicated to the changes, and a whole series of videos.

This one captures the spirit of the campaign the best:

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