Corporate Communications
JCPenney: One of the Most Expensive Rebranding Failures in Retail History
Ron Johnson took over JCPenney in November 2011 with the Apple Store playbook and was fired seventeen months later. Sales fell 25%. The brand lost $4.3 billion in revenue in a single year. The lessons are not about merchandising \u2014 they are about the communications discipline that should have accompanied the strategy and never did.