The new SEARS customer craves to interact with people and business that have a stake or a stand. Going solar, going around the world, going for broke? It doesn’t matter. In the mind and the pocketbook of the Millennial, your brand needs to take a stance.
SEARS IS EXPERIENCE
You’ve already got it, you just need to flaunt it. Imagine “Sears was there when.” advertising series. This brand equity is currently going to waste attempting to beat competitors on price and availability. If you can tell your history, you will gain credibility with your target audience.
AMERICAN INNOVATION RENEWED
Sears announces that all closed retail stores will now become solar power generation stations. This is a bold statement that will bring SEARS back to relevancy. It will also rejuvenate the new suburban squalor endemic to America.
Imagine a row of Teslas and Volts parked at Sears drawing totally green power from the building.
STAND FOR SOMETHING OR STEP ASIDE
Sears staff and leadership need to isolate and get behind two or three huge initiatives. You need to leverage your partnerships with suppliers and complementors to build on these initiatives. Individuals need organizations to take a stand, because no one can do it alone.