Dive Brief:

• The average holiday ad from retailers communicated the advertised brand to a mere 6% of Americans this past year, according to research by marketing research firm Communicus.

• The firm interviewed 835 U.S. men and women before and after the ads ran to assess any opinions, brand preference, and behaviors resulting from the ads. Communicus aims to find out which retailers’ ads build affinity, loyalty, or brand image.

• Macy’s scored the best, with Kohl’s second. J.C. Penney’s ads focused so much on selling that they did little to build its brand, Communicus said. And Sears similarly failed to communicate much about its brand through its ads.

Dive Insight:

Retailers were apparently so spooked about the short holiday shopping season and the fierce, price-based competition that they didn’t spend much ad time on selling their individual brands. Let that be a lesson to them, as holiday revenues were bleak and brands suffered. Retailers are still blaming the weather for poor sales showings, but it’s not just about cold temperatures and snow.

Still, all is not lost. Although J.C. Penney did poorly in the Communicus study — by this particular measure during this particular time — there are signs now that the retailer is finding some success reconnecting with customers and rebuilding its brand. J.C. Penney is finding — possibly too late, though that remains to be seen — that, while discounts and price-based enticements may help move product, as can ads, building a brand.Only once a retailer has figured out what that is, what it does well, and how they serve those customers, it has something to say in an ad.