there will always be a scar

With this new commercial, it seems that JC Penney (NOT JCP) has now fully come back to their senses…

I’ve been updating my original post on the JC Penney brand debacle as they’ve come to this point. And I’m glad they’ve re-embraced their core brand.  As Mark mentioned in the comments of my original post, this really is the New Coke of the retail sector. Now the analogy is complete with their mea culpa.

Two last thoughts…

1. Will they actually recover? Coke did but they were a much stronger brand with more equity built into the culture. As the spot begs for forgiveness from their old customers, will that core demo come back to buy husky jeans for their teenage boys when back-to-school shopping time comes?
2. Even if they do recover, this will leave a scar that will never be erased. Sure, customers will forget in a few years, but it will be marketing case study fodder (just like New Coke) for years.

It’s a lesson for your brand. Don’t trash years of brand equity to rebrand. Your brand is your most important asset. Embrace it and build onto it.