Ron Johnson was already a seasoned corporate leader when he became the CEO of JCPenney in 2011. He was vice president of merchandising at Target for 15 years before moving on to Apple as senior vice president of retail for 11 years. When Johnson decided to fully revamp their business and eliminate all discounts, promotions, and sales events, JCPenney felt confident. However, instead of expanding, JCPenney began to decline. The number of sales has decreased. Customers had vanished. This was eventually dubbed an "epic rebranding disaster" by Forbes.