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Sears is Putting it Out There
By: Janet Kalandranis
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Larger brands that have been around for some time run the risk of becoming stale and losing traction with customers if they don’t keep it fresh. Many times this has to do with the brand not being as relevant as it once was, or the products and services simply are not needed anymore. If larger brands are going to keep continued success they need to reinvent, stay relevant, and most of all let customers know they are a lasting brand.

Sears hasn’t been at the top of success list lately. It’s not the brand that is trying new things or going above and beyond, and truthfully it hasn’t figured out its place in the market these past couple of years. Luckily Sears is quite aware of this. So the brand took a look at what needed to be changed, did some work, and then smartly thought about how to communicate this to the world. And that is why Sears is the topic of today.

Most brands, when announcing a new portion of the business or a reinvigoration of products, simply showcase the new items or services. It’s all about product and there is little talk of where the brand messed up and what customers truly feel about the brand. Not with Sears. The brand is saying what everyone is thinking and admitting to not being relevant, not being cool, and realizing it will take time for customers to have a change in thought. In its new TV campaign, Sears is talking about its clothes. That’s right; the item no one wants to buy from the brand. Sears has taken some time to re-do its clothing style and the products it offers, but admits in the spot that it’s going to take time. Yes, the brand knows it lost sight of being relevant with clothing and understands the stigma attached to jeans from Sears. It is admitting the past and hoping the future will bring a change from “no way” to “I got it at Sears.”

It’s refreshing when brands, especially larger ones, understand they are not “cool" and do something about it. Take a close look at product lines, listen to the negative chatter, and work to change the brand. But the first step is admitting where it stands today and telling customers what they should think in the future. Nice trick, Sears. It just might work.


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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