In another lame backwards move to try to stay alive, mid market retailer JCPenney has announced it is eliminating its contemporary American flag style acronym logo (JCP) and re-using its old (and tired) logo from the past.
This company just doesn't get it. Changing the logo for the 3rd time in a few years only causes confusion among consumers but more importantly is just a veneer fix. The real problems strategically with the retailer are not getting resolved and a graphics change won't save them. Period.
It is astounding to me that such a huge company can't find the right people with the right talent to save this place. Maybe it just shouldn't be saved, the brand should fold (the stock is tanking as would be expected) and just sell off its real estate and be done with it.
I have written numerous pieces on this failure of gigantic proportions as have many notable branding experts. This is just another case of my "father's Oldsmobile"....a dated out of touch business that has lost its way has no sense of its reason for being and connects with fewer and fewer consumers everyday.
This will surely be one of the great brand case studies how to destroy a brand.
Watching out for you everday.