Insights for successfully
managing your brand

jcpenney: Ahead of its Time…2 Years Ago

Thursday, November 6th, 2014 by Charles Rashall

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Americans express their view on Thanksgiving Day shopping, courtesy of Rich Relevance & CBS News.

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CVS: “Care” No More

Wednesday, September 3rd, 2014 by Charles Rashall

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  Today, the nation’s second largest drugstore chain changed its name from “CVS Caremark” to “CVS Health.” Who cares? We do.

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The best compliment we can receive is when an objective outside party validates the work we’ve done for our clients. Sometimes, this comes from juries on award panels. In this case, it comes from the American public. Today, Nielsen announced the results of their survey of the most likable TV spots for 2012, barring those […]

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A Penney’s saved is a penny earned

Monday, October 1st, 2012 by Charles Rashall

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jcp’s initial steps towards a fresh store experience, circa February 2012. In the months since the February 2012 relaunch of jcp, it’s been hard for the classic American brand to get a break. As sales have plummeted, media has been increasingly critical and financial markets have answered with sharp declines in the company’s stock price and […]

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Hip to be square: A tale of two brand marks

Friday, August 24th, 2012 by Charles Rashall

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  This past February, the new identity brandadvisors created for jcpenney was launched with the goal of creating a pure, simple iconic brand mark. The identity was was developed to reinforce the company’s aspiration to become America’s favorite store, and was designed using a perfect square within a square, subtlety suggesting an American flag. The […]

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