The Lessons We Can All Learn From Sears’s Branding Blunders

In sum, this previously iconic chain buckled over time beneath its inability to adapt to today’s brand expectations. The result was that just this week, Sears Holdings filed for Chapter 11 bankruptcy protection.

How did this downfall happen? The answer is that in addition to the decisions Sears, the company, made in the boardroom, it made missteps for its brand. With an outdated logo and brand message, a less-than-appealing store experience and a failure to embrace influencers and partnerships, Sears struggled to form a personal connection with consumers. And those failures belonged to what had once been one of America’s most iconic brands.

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