We’ve all seen it.
Once-powerful companies fading into the background. Once-household names now overlooked. But behind every struggling brand with untapped potential lies an opportunity to be transformed.
These businesses may have lost relevance, but they haven’t lost all value.
They still have assets, history, and trust. What’s missing? A sharp understanding of why they’re struggling—and a focused strategy for how to climb back.
Let’s look at three real-world brands—Barnes & Noble, Kodak, and JCPenney—and break down the marketing and branding moves that could bring them back to life.
From Big Box to Local Culture Hub
What Went Wrong
Barnes & Noble’s decline was mostly a slow erosion of market share in the face of digital disruption.
Amazon made buying books faster. E-readers made carrying them easier.
And B&N, weighed down by corporate red tape and a slow pivot, couldn’t keep pace.
Their in-store experiences became generic. Online, they lacked innovation.
And their brand, once beloved, began to feel stale.
Missed Marketing Opportunities
For too long, Barnes & Noble relied on legacy systems—both physically and digitally.
Their website underperformed. Email marketing lacked personalization. And on social media, they failed to carve a niche or build community.
The opportunity here is simple: stop acting like a mega-retailer, and start acting like a curator of culture.
Customers don’t just want books—they want community, discovery, and inspiration.
Signs of a Comeback
In fall 2023, Barnes & Noble started making moves. Big ones.
The chain is loosening its grip on national brand consistency, giving store managers autonomy to customize layouts and displays.
Stores are being encouraged to reflect local tastes—making them feel more like indie bookshops than cookie-cutter chains.
As Rob said in a recent Don and Rob podcast episode, “It’s like a breath of fresh air.”
This decision to reframe the store experience shows clear strategic thinking—and it positions them for a cultural resurgence.
What’s Still Missing
Barnes & Noble needs to match this physical refresh with a full digital overhaul.
- Their website must compete with Amazon—not by replicating it, but by being more human.
- Their app experience must improve. It should feel personal, intuitive, and fast.
- Their brand voice must shift from corporate to conversational.
There’s also huge potential in education.
Barnes & Noble can use its expertise to partner with schools and universities—offering textbooks, tutoring tools, or even digital classroom experiences.
That’s not just smart business. It’s mission alignment.
Reinventing a Legacy Brand
Where It Fell Apart
Kodak’s fall is a classic cautionary tale.
They invented digital photography—but failed to embrace it.
Stuck in their film-based glory days, they missed the chance to lead a revolution they saw coming.
Their 2012 bankruptcy was the result of strategic hesitation, not market forces.
They waited. And the world moved on.
Current Identity Problem
Kodak still leans hard on nostalgia.
Their branding taps into analog emotion—but struggles to convey innovation.
That creates a contradiction: a technology company stuck in the past.
Their marketing is minimal. Their message lacks punch.
And in a space that now moves at the speed of TikTok, that’s a major issue.
How to Modernize the Message
Kodak doesn’t need to bury its past—it needs to leverage it.
Film photography is cool again. Vintage is trending. But nostalgia alone isn’t enough.
The next move? Position Kodak as the bridge between analog beauty and digital performance.
Suggested Moves
- Partner with influencers and creators who blend analog and digital formats.
- Launch limited-edition products that celebrate Kodak history—while showcasing new tech.
- Build high-impact content campaigns that explore the art of storytelling through images.
Kodak also has an opportunity to enter unexpected markets.
Think fashion collaborations (camera bags, apparel), or partnerships with AR/VR companies in creative industries.
The point is to build cultural relevance, not just product specs.
If Kodak positions itself not as an outdated tech company—but as a creative heritage brand that drives innovation—they’ll stop looking backward and start leading forward.
Finding a Reason to Matter Again
The Identity Crisis
JCPenney’s story isn’t unique—but it’s still frustrating.
They were caught between the discount retailers (Walmart, Target) and the upscale department stores (Nordstrom, Macy’s).
And in trying to please everyone, they pleased no one.
Store layouts felt dated. Online experiences lagged. Their brand voice was either absent or forgettable.
And fast fashion blew right past them.
The Path Back
But there’s still time.
JCPenney still owns real estate. They still have national name recognition. What they need is a point of view.
Start with the question: What does JCPenney believe in?
From there, define a strategy.
Here’s where asking the right questions becomes vital.
Without clarity, there’s no direction. And without direction, there’s no growth.
Suggested Moves
- Narrow the focus. Stop trying to be everything. Specialize.
- Modernize visual identity. Rethink colors, layout, even lighting.
- Build brand excitement. Collaborate with emerging designers. Launch limited collections.
Engage Like It’s 2025
Social isn’t optional anymore—it’s the front door.
JCPenney must move from traditional ads to full-spectrum storytelling.
That means Instagram reels, TikToks, and long-form content that shows why their products matter—not just that they exist.
Don’t just promote products. Promote why they matter.
So, What Do These Brands Need?
A brand is not its logo or tagline.
It’s the feeling your audience gets when they think of you.
When a brand loses its momentum, it’s often not because the product is bad—but because the connection is broken.
The job of strategic marketing is to rebuild that bridge.
For Barnes & Noble, Kodak, and JCPenney, the comeback depends on embracing who they really are—and showing up with consistency, clarity, and creativity.
They don’t need to act like everyone else. They need to act like leaders.
Or better yet, they need to join brand masterminds who are already thinking 10 steps ahead.
At the End of the Day
These brands may be struggling now—but they’re not finished.
Their history, their presence, and their trust equity still matter.
What’s required is bold thinking, brave repositioning, and a marketing team that knows how to drive transformation.
And that’s where MOCK, the agency steps in.
We help brands simplify the complex.
Move faster.
Look better.
And execute creative that works in the real world—not just in the pitch deck.
You don’t need another vendor.
You need a partner. One who helps you reclaim your voice, rebuild your reputation, and rev up momentum.
Ready to stop struggling?
Let’s talk.
- Website: https://mocktheagency.com/
- Phone: 470-225-6814
- Email: hello@mocktheagency.com
- Address: 247 14th St NW, Atlanta, GA 30318
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