The ad is a marked departure from the Apple-style “we’ll tell you what you really want” strategy employed by former CEO (and longtime Apple exec) Ron Johnson. (Here’s my take on why that didn’t work). Will this rapid apology and departure from the past year’s rebranding of “JCP” work?
If recent history is any guide, it certainly can. People love a good fallen hero story. This arc is at the center of hundreds of dramatic films every year. The “hero in trouble” scene where someone walks through the rain completely alone before the problem is resolved is the ultimate cinematic cliche.
The brand’s approach—mea culpa marketing—involves strategically using mistakes as an opportunity to rebuild trust by using a more human, direct and authentic style of communication to deliver a heartfelt apology and promise to make changes to solve the problem.
Consider these recent examples: