Hired or Fired: J.C. Penney’s Apology

The drastic changes in J.C. Penney‘s pricing policy keep on coming. The company has been ping-ponging from a higher base price with more couponing, to a lower base price without couponing, and then back again. Sound confusing? It did for their customers as well.

J.C. Penney’s CEO Ron Johnson was fired last month and, according to some, much of it had to do with him “confusing JC Penney for Apple.” As Dan Newman puts it, “when was the last time you’ve seen an iPad on sale?” The two companies have completely different DNA, and the muddling of J.C. Penney’s brand story created confused and unhappy customers.

Remember Domino’s apology? This is another brutally honest rendition of a brand owning up to its mistakes and simply saying to customers: we’ve changed, come back to us.

Check out J.C. Penney’s “It’s No Secret” ad below:

“Come back to J.C. Penney, we heard you. Now, we’d like to see you.”

Do you think J.C. Penney is on the road to recovery or is the “It’s No Secret” campaign further contributing to the brand’s wavering identity? Let me know below!