For this month’s “save” candidate, let’s pick a company that isn’t days away from bankruptcy (like previous "How Would You Saves" The Sharper Image and RedEnvelope). Sears presents a challenge nonetheless, given its leadership, organizational miasma, and financial performance.
Since we are focused on marketing, let’s ignore Sears Holdings chairman and chief financial engineer Eddie Lampert’s frequent, tectonic changes in strategy (management, store formats, etc.).
Let’s also set aside the Kmart side of the coin. Bringing in that stand-alone-store business was one massive hedge against the mall format of Sears, and it is a testament to someone somewhere that Kmart itself hasn’t gone down the drain.
Sears performance problems go beyond the current recession. It has essentially been running in place for two-plus years. Comp-store sales are down, margins are off, debt remains high, and the stock…well, just look for yourself at this one-year 50% haircut: 
There is a plus in this story - the Sears brand. In business since the late 1800s with retail stores opened in 1925, you’d be hard-pressed to find any U.S.-born person over 35 years of age who hasn’t had a transaction with Sears. And if the transaction was before 1995, it was probably positive.
So let’s go with a very salvageable brand, and keep the focus on the 860 Sears mall locations.
Branding
In one year we have had “Where It Begins,” then “Wish,” now a website with a couple of “Reimagine You” buttons. I’m dizzy.
Go back to “Where it Begins” and find a way to insert the idea/word “family.” The good old USofA could use a company that stands for family. Sears always has.
Product Line
Firm up ownership of the space between Kmart and Target, leveraging the strengths in appliances and hardware. Dump adult apparel - all of it - into Kmart. Add five fresh “services” (the portraits stuff is beyond tired). For example, the mall may not be the best place for health services (in-store clinics, etc.), but you’d be the only trusted source in the building.
Retail Events
With adult apparel gone, use that space to host in-store events a la Home Depot. Stress family-oriented activities that align with the product (and new services) lines.
Endorsers
Sign up real, earthy people. Forget the fru-fru celebrities. Interview every hot shot landscaper, gardener, mechanic, and tool guy or gal you can find.
Marketing Communications
This is not a business that’s going to survive on the Web alone. Get people into the store. Keep the circulars short, simple and clean. Promote the new services and daily in-store events. Promise “one big thing on sale every day.” Cross-sell like mad.
On Wall Street they often say “too big to fail.” On Main Street, Sears is too good to fail.
