J.C. Penney, the century-old department store, is currently undergoing a massive rebranding and restructuring strategy. Known for its frequent sales, out-dated merchandise lines and lack of appeal to the younger generation, the department store is in dire need of a new look and new feel.

Ron Johnson, Apple’s amazing retail strategist for the past decade and the new J.C. Penney CEO, is bringing that change, including a new brand that is in the process of being rolled out. New logo. New tag line. New mission and vision and customer relations strategy are combining together to give J.C. Penney a fresh start.

What do you think of J.C. Penney’s new brand and mission?