The document provides a summary of a rebranding plan for JCP. It analyzes JCP's current marketing strategy and weaknesses, including implementing changes too quickly, having too broad of a target audience, and lack of website engagement. It then proposes a new "Big Idea" to rebrand JCP as a membership-based store offering exclusive discounts to wealthier customers. Key aspects of the rebranding plan include developing exclusive private label brands, revamping the website and logo, ramping up social media and advertising, and legal processes like trademark registration.