What Should JCPenney Do?

Football has its armchair quarterbacks, and so does marketing. Just like our football peers, we sit on the sidelines and talk about how we would have run the ball if we were in charge of marketing.

This week, Allison and I look at JCPenney. We will share a quick recap of where we think they went wrong, and what they should do now.

From suggestions to returning to their basics, picking a course and sticking with it, and connecting with their core customers, there is much they can do to get things back on track. 

Even if they don’t listen to us, many of these ideas make sense for any company trying to change their image.