Recently JC Penney announced that comedian Ellen Degeneres will be the company's new spokesperson. Funny that JC Penney thinks hiring an open homosexual spokesperson will help their business when most of their customers are traditional families. More sales will be lost than gained unless they replace their spokesperson quickly. Unless JC Penney decides to be neutral in the culture war then their brand transformation will be unsuccessful. Their marketing strategy is to help families shop and receive a good value for their money. Degeneres is not a true representation of the type of families that shop at their store. The...