Architect Of JCPenney Logo Redesign Says His Work Isn't Why The Company Keeps Failing [THE BRIEF]

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The founder of the branding consulting firm that worked with JCPenney on its failed logo redesign says that going back to the company's old logo will not fix its continued struggles. In an op-ed at Ad Age, BrandAdvisors founder Charles Rashall said that the reason JCPenney's rebranding failed was because the company did not make enough substantive changes to go with the logo or clearly communicate its brand story.

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Previously on Business Insider Advertising:

• This 22-Year-Old Startup Founder Thinks Mobile Ads Need To Stop Relying On 'Trickery'

• AOL Overtakes Google For Most Video Ads Served Thanks To $405 Million Adap.tv Acquisition

• Benjamin Moore Terrifies Workers Asked To Paint The Inside Of A 'Haunted' House

• McDonald's Is Putting Books About Healthy Living In 20 Million Happy Meals

• This Gorgeous Model Is The Latest Superstar At Victoria's Secret

• The Maker Of Oreos Has Invented A Store Shelf That Spies On You While You're Shopping

• Call Of Duty Is Telling Professionals It's Okay To Be A Hardcore Gamer

• 14 Facts About Wal-Mart That Will Blow Your Mind