Professor Russell Winer provides suggestions for how Macy's should approach a rebrand
Excerpt from Retail Dive -- "The flagship store here on 34th Street, frankly I think it's a mess. The workers are not particularly customer focused. They need what we call rebranding, but broader than 'we need a new logo.' Do some research into what are the associations in people's minds, what are the perceptions. 'Who's our target audience?' and 'Can you bring back that magic feeling outside of the holidays?'"