BRAND NARRATIVES - SEARS

Ask.
Find a narrative that expressed the Sears values and bridged the gap between our middle age to senior customer base and younger, new homeowners.

Methodology.
I developed several narrative statements that positioned them against different value props as a basis for brand.

Results.
After narrowing down to four high level narrative concepts and visual mood boards, we took them through two rounds of Sears customer testing and also a 4,000 person testing sample representative of the US population. Togetherness was consistently the frontrunner, with Staying Power coming in second.

Click to enlarge concepts