It seems Federated Department Stores, Inc. thinks it has found a cure to its recent ills.

Owner of Macy’s and Bloomingdale’s, Federated canned its marketing chief, Anne MacDonald, after only 15 months on the job, Bloomberg News reported

After acquiring Marshall Fields, May Department Stores and other local department store chains, company brass decided MacDonald wasn’t doing a good enough job promoting the Macy’s brand through the buyouts.

“Macy’s missed the opportunity to brand itself effectively in that first year and to build loyalty and connection with potential customers,” said Wendy Liebmann, president of WSL Strategic Retail in New York. “When you are a behemoth company taking over local companies, you really need to give people a sense of why it’s an exciting thing to come to your town.”

This sure as hell didn’t happen in Chicago, did it?

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