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  • In 1902, James Cash Penney founded the Golden Rule store to offer quality products at a fair price to meet the day-to-day needs of Americans. A principled man with a strong set of values rooted in honesty, respect, and service, Mr Penney molded his company to serve its customers, its employees, and its community. The store flourished, growing to over 1,000 stores and reaching over half of the households in the country.

    But after decades as one of America’s leading retailers, JCPenney somehow lost its way amidst an industry that had significantly changed as well. While the company and retail industry had traditionally been known for providing exceptional service and good products with great value, the department store category had shifted its focus to sales, endless promotions, and gimmickry to draw customers in to their stores to drive sales.

    With the arrival of retail icon Ron Johnson as JCPenney’s new CEO — the man responsible for the transformation of Target and for building the Apple store from the ground up — it was time for the classic brand to reclaim its birthright as America’s favorite store. Johnson set out to transform the retail category in the same dramatic manner as he had time and time before.

    Johnson hired brandadvisors directly to capture his vision and develop the brand positioning foundation platform. From that foundation, the brandadvisors team created the brand’s iconic logo mark, brand identity system, brand manifesto, service naming, and launch print advertising. The team was also responsible for developing store-in-store designs, including innovations for the store experience.

    brandadvisors was also responsible for components of the brand launch to the company’s 150,000 associates, including the design, production and distribution of a commemorative keepsake to reinforce the brand’s vision and visual identity, based on the square.

    To commemorate the launch of JCP’s relationship with its new strategic partner, Ellen DeGeneres, brandadvisors wrote and produced 5 television commercials that reinforce the brand’s transformation, featured during the 84th Annual Academy Awards.

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