JCPenney executives have said business is improving since failed CEO Ron Johnson left in April.
But one matter remains unresolved — the company’s logo.
Johnson changed the logo from “JCPenney” to “jcp” in an attempt to make the brand more modern. The company officially reverted back to the old logo last month as it tries to regain lost customers.
We recently visited a JCPenney store in New York and found mixed messages all over the store — a sign of bad business behind the scenes, said Brian Sozzi, chief equities strategist at Belus Capital Advisors in New York.
“There is no consistency; rather an array of facelifts on display in the store that reflect failed attempts to revitalize a business that operates in a super competitive, low-margin arena,” Sozzi said. “If a company’s logo is meant to connect a consumer to a brand’s promise, as I have defined it, then JCPenney doesn’t deliver.”
Here’s the store’s entrance, which is a hybrid of Johnson’s logo and the current one:
A credit card display shows the old “JCPenney”:
A pillar shows Ron Johnson’s “jcp” logo:
Here’s Johnson’s logo again:
And an ad for the store in the mall also display’s Johnson’s logo:
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