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“All Spanish all the time” is the business strategy I have recommended to Sears in this blog a number of times. Once again, quarterly earnings are out for the Sears Holding Company (owner of Kmart) showing it is hemorrhaging money. You can’t continue to lose a billion plus a year and stay a viable business (listening Blackberry?).

Think about the country. Think about the state of retailing…with more and more sales conducted online and delivered via the mail and package carriers. Where does this leave Sears? And all retailers, for that matter.  In need of bold moves. All Spanish speaking today, is a first-mover strategy. And frankly a no-brainer. If it doesn’t happen in 2014 it will happen at some point. If not Sears or Kmart, someone. The purchasing power of Spanish speaking Americans is too great. The growth rate of this segment of the pop. too great. 

Sure stores will have to close. But the idea is solid. The market is solid and the move will have unexpected positive impact not only on the expense side of the ledge, but also the growth side…with new opportunities for other services hitting this massive part of the economy.

Edward S. Lampert, CEO, pull that Band Aid off right now. I smell a Fortune (cover) in it for you. Peace.   

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Grey Advertising was just replaced by Draft FCB as agency of record for Kmart. According to Grey’s Jim Heekin, a smart ad guy, Grey just “reinvented the brand, gave it new relevance and created humanity that connected with consumers.” To me, that sounds as if he’s talking about Grey, not Kmart customers.
About the change, Kmart CMO Maureen McGuire said “We think the campaign (Grey’s which is about to launch) works well.” The change “is about all the capabilities Draft FCB brings.” To me, that sounds like she’s talking about Draft FCB, not Kmart customers.
Nobody is talking about the consumer! Nobody is talking about the idea.
Everyone is talking about process. And the subtext is almost always about ego.  Name one consumer who knows the name of an ad agency or CMO.  Consumers know the branding idea. It either works or it doesn’t.  If it doesn’t, agencies are changed. It’s that simple.
It is the idea that consumers keep in their minds. It’s the idea that creates relevance, humanity and connection, to use Mr. Heekin’s words.
Campaigns and agencies come and go but powerful branding ideas are indelible.

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