Ellen DeGeneres

As other retailers struggle with slipping sales, branding problems and public relations controversies — or, in some cases, all three — an opportunity emerges for the once-venerable company. Brand strategist David Brier of DBD International shows how J.C. Penney can seize it.

The conservative group One Million Moms is angry at J.C. Penney again. The organization has launched another attack on the retail giant, this time for featuring a same-sex couple in its new Mother's Day catalog. Previously, the group called for the removal of Ellen DeGeneres as the chain's spokesperson. One Million Moms has released a statement on its website urging members to take action against the brand's store managers so that complaints will be passed on to the head office. 

It's kind of fun to think of a teenaged Ellen DeGeneres working an after-school mall job at the local J.C. Penney, no? As the new spokeswoman for the chain, DeGeneres put together this clever advertorial which films her return to her former place of employment: the Penney's in her hometown of Metairie, Louisiana.

Shoppers want to think they're getting a good deal. By taking advantage of sales and using coupons, they get that feeling. J.C. Penney claims it's offering "every day" low prices, which isn't true. It may fool the nonshopper, but not the shopper.

Ellen DeGeneres' ads for J.C. Penney began airing during the 84th annual Academy Awards. They've been mired in controversy ever since the company announced DeGeneres as the spokesperson. The organization One Million Moms has since denounced the company and demanded her removal because she's a lesbian.

J.C. Penney CEO Ron Johnson is dealing with his first media controversy. Johnson, flashing an incredibly charming smile, appeared on CBS to defend spokesperson Ellen DeGeneres. He said that DeGeneres was the perfect pick to represent the new direction of the company because of her positive, outgoing attitude.