Great article and you have really got me thinking. What about building upon the Sears brand, by introducing more public initiatives that get consumers excited, above and beyond everyday sales. For instance, Zellers did the Hilary Duff Model Search campaign in 2007, in which it partnered with Ford Models to select Canada's next Hilary Duff model. Young girls between the ages of 6 and 12 submitted a 50 word essay and Hilary Duff actually did the final selection. The campaign got lots of press. In another instance, Dove has taken its brand beyond ordinary soap, by doing a campaign about universal beauty. What if Sears went completely green, selling all green products and educating the public about how to live a sustainable lifestyle?  It can be a complete informational go-to source.