Marketing Can’t Save Sears

by christinamdick

“As the comedy of errors piled up, it looked like broken systems and antiquated technology deep in the bowels of the organization beyond the reach of training and simple process fixes. I envisioned enterprise software gone so wild beneath the surface that no single person could intervene and take control.

Thinking about these challenges I tried to imagine what kind of direction the CMO could possibly give a new advertising agency. Win over the Millennials? Make us relevant again? This story underscores the point that marketing begins and ends with the customer experience. Marketing that focuses on perceptions without connecting to effective operations will no doubt fail.

It also illustrates the power technology holds to both enhance and destroy a brand. When the promise of technology fails to improve the customer experience, marketing is at best just a cover up for bigger problems.”

Good find, Natasha!

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