Sears Needs to Pull Out its Power Tool

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Dear Sears,

Nobody likes a spitball, not even if it's online.

And while I get the "new year, new you!" idea behind your latest back-to-school campaign, "Don't Just Go Back; Arrive" still vibes kinda bootsy. Everything about it -- the crumpled pieces of wide-ruled paper, the scribbles that serve as navigation, the offer to bring Vanessa Hudgens (whom every 'net-savvy Disney fan under 10 has seen NAKED!) to a high school near me, seems forced, dated and focus-grouped-to-the-hilt.

Also, do we really need another show about dancing teens with big dreams and a bigger sense of hubris?

Come on, dream bigger. Be risky. Remind us why there's still a Sears in every mall. Throw us off-balance and keep us there.

by Angela Natividad    Jul-29-08   Click to Comment   
Topic: Online   

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Comments



Comments

Dear Adrants:
I've been writing about Sears for years. Not out of pure disdain, but because I love the brand and feel exactly how you wrote in your post. Having worked inside the Sears machine as an agency partner, I've seen the reasons why this brand will never succeed. They are risk averse, have the age-old retail mentality, have people that will do it the same ol' way it's been done. I always called Sears a foxhole culture, which is why the ideas and thinking is retail-vanilla and why Sears is in the hole they are in.

This fall of a great American brand will be studied in marketing textbooks in future years.

Posted by: Paul Marobella on July 29, 2008 9:53 PM

Their advertising perfectly resembles their merchandising. Generic, boring and dated.

Posted by: Somebody on July 31, 2008 12:28 PM

Their advertising perfectly resembles their merchande. Generic, boring and dated.

Posted by: Somebody on July 31, 2008 12:29 PM

Their advertising perfectly resembles their merchandise. Generic, boring and dated.

Posted by: Somebody on July 31, 2008 12:29 PM

First.

http://lairigmarketing.blogspot.com/2008/04/how-would-you-save-sears.html

Posted by: Kevin on August 3, 2008 1:21 PM





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