In the ongoing saga of JCPenney, successive rebranding efforts have produced decidedly mixed results. In his recent article on Forbes.com, Richard Levick talks about JCP’s underlying problem, which is first and foremost all about positioning. The company must regain the middle market dominance that it enjoyed for decades. Yet it’s by no means certain that that middle market still exists in today’s retail environment.
Levick on JCPenney’s struggles to regain middle market dominance
JCPenney’s underlying problem is positioning, writes Levick Strategic Communications CEO Richard Levick.
July 10, 2012