The Softer Side Of Sears

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.

Client: Sears
Campaign: The Softer Side of Sears
Year: 1993

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 line?

The Softer Side Of Sears News

Jun

2013-06-20

Mar

4.50 from Paddington (Miss Marple Mysteries)

2004-03-29

List Price: $11.99For an instant the two trains ran side by side. In that frozen moment, Elspeth McGillicuddy stared helplessly out of her carriage window as a man tightened his grip around a woman's throat. The body crumpled. Then the other train drew away. But who, apart from Mrs. McGillicuddy's friend Jane Marple, would take her story seriously? After all, there are no other witnesses, no suspects, and no case -... (read more)

May

Inferno: A Novel (Robert Langdon)

2013-05-13

List Price: $11.99 Amazon Exclusive: Inside Inferno Explore the sights of Inferno alongside Robert Langdon in this exclusive first look at Dan Brown's latest thriller. As Langdon continued on toward the elbow of the square, he couldsee, directly ahead in the distance, the shimmering blue glass dial of the(read more)

Jun

Conquer Your Love

2013-06-05

List Price: $11.99The sensual romance that started with the New York Times and USA Today Bestseller Surrender Your Love continues...Meeting Jett was like bad luck. Dangerous. Unpredictable. And better avoided. In his game, the stakes are high. But are they worth the risk?Brooke Stewart, a realtor in New York, finds forgetting is hard, but forgiving is harder. When the man she trusted, betrayed her, the only way to forget is to move on. Brooke is determined to start a n(read more)

Mar

Surrender Your Love

2013-03-11

List Price: $11.99NEW YORK TIMES and USA TODAY?Bestselling bookMeeting Jett was like lightning. Dangerous. Better left untouched. And better forgotten. But lightning always strikes twice.Brooke Stewart, a realtor in New York, doesn't do relationships. When she's sent to a remote estate to finalize a real estate deal, she discovers her new boss is no other than the guy she left naked in bed.Sexy, dangerously handsome, and arrogant Jett Mayfield attracts trouble, and(read more)

Jun

The Fort

2013-06-10

List Price: $11.99 Author Sean Chercover Reviews The Fort by Aric Davis The Fort is that rare and welcome find?a book so great you want to recommend it to strangers on the subway. From page one, you know you're in good hands. Aric Da(read more)

Jun

Sears to close in East Wenatchee

2013-06-03

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.

Jun

Andy Murray ready for Wimbledon challenge

2013-06-15

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.

May

Fat Chance: Abercrombie CEO Mike Jeffries To Meet With Teen Protester

2013-05-21

(Image credit: Getty Images via @daylife) Mike Jeffries, The CEO of Abercrombie & Fitch, whose resurrected 2006 comments about the teen chain?s exclusive courtship of ?cool, good-looking? kids sparked a firestorm of objections and protests this month, might just be changing his ways. According to Change.org, Benjamin O?Keefe, 18, who urged the

May