The article discusses JC Penney's new rebranding strategy under CEO Ron Johnson, formerly of Apple. Johnson plans major changes to how JC Penney markets itself and runs its stores. This includes moving away from heavy promotions and coupons to everyday low pricing, and reorganizing stores to emphasize brands and modern design. While risky, the author believes the rebranding will be successful based on Johnson's past success in transforming retail at Apple. The changes aim to attract younger customers and modernize JC Penney's image for long-term growth.