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Rising above the noise with David Brier

The Lucky Break J.C. Penney Needed (and How Your Brand Can Benefit from Its Mistakes)

Reading Time: 2 minutes

In my Fast Company blog, I discuss the nearly $1 billion dollar loss J.C. Penney had in 2012.

I also discuss the ignorantly shortsighted comments by Abercrombie & Fitch’s CEO Mike Jeffries about only serving “cool and good-looking kids” (i.e., nothing for women larger than 10 or larger than 34 for men).

America. The (Almost) Beautiful.

I saw A&F’s gaff as a prime opportunity for the J.C. Penney brand. So much that I created nine ads based on this new tagline: “America. The (almost) beautiful.” You can see the whole collection of nine ads here.

But I was so excited about these, I had to share at least three of them with you here which you can see below (see the full collection at the Fast Company post.)

What is branding? J.C. Penney's woes may have the answer.
What is branding? J.C. Penney's woes may have the answer.
What is branding? J.C. Penney's woes may have the answer.

Unbranded, We Stand.

This is a study in branding, and how to seize moments. And how to to not overlook branding opportunities.

I cover this situation fully in the Fast Company post and invite you to apply it to your brand for greater success and defying gravity.

Related articles:

The Coca-Cola Brand: Pop Culture at its Finest [New Video]
The Rebrand and The Power of Color
The Branding of a Champion: The Power of Words
The #1 Trait Great Leaders, Entrepreneurs, and Artists Share
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For over 30 years, David Brier has worked with large and small companies and startups that refuse to blend in and want — not only a brand that has something to say but — a brand that demands to be heard: to defy gravity and rise above the noise. Read More…

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