It’s easy to criticize, but what about giving credit for crises averted or PR battles won? That list is shorter and perhaps a bit less obvious, but here are my nominations.
Penney’s reputation has endured some bumps in the past year. First, it was outed by The New York Times for “black hat” SEO practices last January. Then, it suffered a visual identity crisis leading up to the announcement of a bold new pricing strategy. Just as it built positive momentum for the “new” JCP, advocacy group One Million Moms threatened a store boycott over its choice of ad spokesperson Ellen DeGeneres.