Sears unveils revamped logo

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Sears is starting at the wrong place. Branding is not a Brand. What is the Sears’ brand? What is its promise? What is its differentiated promise of value. Changing the branding is a mug’s game. Sears has failed to clearly articulate its brand promise in the last 25 years and as such has become irrelevant. There’s little to no hope to stem let alone reverse the long term decline

Thursday, August 25 @ 11:52 am |