Sears is still using their ridiculous ‘80s logo. They do not in any way reference their very own history; they do not in any way inform customers of their importance to the history of America itself. They are a brand which has no idea of its heritage, and what it could be in the future.
Whoever they’ve had in charge of their marketing over the past several years has failed miserably. Period.
It would be a no-brainer to bring this classic brand back to life. But it might be too late. Alas.
They’re also still using their 70s-80s dumb terminal systems, horrible policies, bad inventory management systems from the 80s and more.
Marketing is a big problem for them but they have a lot more and worse problems than just their marketing.