J.C. Penney isn't doing enough to get its customers talking about its products in an intentional way, writes Jonathan Salem Baskin. He points to recent Internet buzz over a J.C. Penney billboard that featured a Michael Graves tea kettle that one Reddit user thought looked like Adolf Hitler -- creating a viral sensation on the social news site. "When consumers actually talk to one another about a brand, it's huge and meaningful. So JC Penney should aggressively contribute to those conversations, only this time on purpose," he writes.

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