When JCPenney, the 100-year-old department store, decided to rebrand in 2011, they sought the best in the biz to give them a makeover. Enter Ron Johnson, the affable retail genius behind the Apple Store. Hailed as a techy visionary, Johnson was supposed to reinvent the brand. Instead, he alienated customers with high prices and a baffling shopping experience. Martha Stewart and a tea kettle that somehow actually looked like Hitler all contributed to this failed experiment that cost the once beloved company billions.

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