The Softer Side of Sears
William Arruda, labeled the personal branding guru by Entrepreneur magazine, is the founder of Reach Personal Branding. He shares his personal-branding wisdom through his public speaking and his bestselling book, Career Distinction: Stand Out by Building Your Brand.
But he is also very passionate about TV commercials. In fact, William has
an enormous collection of advertisements dating back to the early 1970s.
Sadly, he says, most of his TV ads are on VHS. But thanks to the
Internet and YouTube, in spite of this he has access to most of the
commercials he has collected over the decades.
"There are a lot of absolutely trashy, sophomoric, dull,
unimpressive, and forgettable ads created each year, in fact, most ads
fall into these categories," William says. "But there are some absolute
gems, too, creative, effective, provocative, interesting, inspiring,
memorable... And what makes me love all these ads is the talent that's
behind them. How powerful to be able to impact people in just 30 or 60
seconds. Filmmakers have as much as 90 minutes, but ad men have only a tiny
slice of time to get their message across."
In this new Daily Chirp feature, William shares some of his favorite
ads. And true to his style, he offers up a lesson for how the ad
relates to your personal brand, after all, it's all about personal
branding... at least, in his world.
Campaign: The Softer Side of Sears
We love this commercial because...
Known for its hardware, Sears wanted to change brand perceptions by
reminding people of its "softer" line of products (fashion and
accessories). The alliteration of the tag line and the clever use of
hardware terms to describe fashion illustrate the creativity of the ad
team. This commercial attracts your attention and reminds you that
Sears is more than hammers and household appliances.
This ad and YOUR personal brand:
Remember to be
yourself and show all aspects of what makes you YOU. Personal branding
is permission to be yourself, your best self. What would be your tag
The Softer Side Of Sears News
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No more Kenmore. No more Diehard. No more “softer side of Sears” for the retail giant that’s sold appliances, car batteries and clothes in the Wenatchee Valley for at least 80 years.
Next Sunday night, Andy Murray will be portrayed as never before to an armchair audience in this country. We will see the softer side of the greatest tennis champion this nation has produced.
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