The retailer Sears has been without a strong marketing position for decades. Sears is a store without a focus. You can buy everything from clothes to appliances to tools and lawn movers. Unfortunately, brands that try to execute an all things to all people strategy always wind up meaning nothing to anyone. That's the position the retailer has struggled with for decades and they've paid the price.
So it was great to see this recent Sears advertisement a couple of days ago. Although I'm not a huge fan of the creative used in the ad, I believe the strategy was perfection. The ad focuses on Sears strength - its brands. Popular and brand names like Kenmore and Craftsmen give Sears a dominant in the household appliance and hardware categories.
This is there strongest position and they should keep hammering home the brands they carry in the Sears store.