What’s the strategy? Got me! I simply can’t figure out how Sears’ recent moves with their 
exclusive brands come together as part of a consistent brand-based strategy. What does Sears stand for? Or better yet, what does Sears’ management want the brand to stand for in the future? And how do Sears and K-Mart differ in terms of their brand positioning?
There doesn’t seem to be a clear vision. Sears recently announced its acquisition of an exclusive license for the RCA brand for LCD TV’s – to be sold at both Sears and K-Mart. How does this type of exclusivity help either Sears or K-Mart establish a unique brand identity? At 
the same time, Sears is going to allow its venerable Craftsman and Kenmore brands to be sold at Ace Hardware. That’s a great deal for Ace, but it has to dilute the value of these brands from Sears' perspective. Craftsman and Kenmore are classic examples of how exclusive brands can make a retailer a destination. No longer, I suppose.
And as Lydia Dishman at BNET has recently commented, Sears' fashion strategy is all over the place. You’ve got the acquisition of exclusive trendy fashion brands like Bongo without a merchandising strategy to support it. And then there’s Sears’ concept of opening up branded golf boutiques as a store-within-a-store concept.
In one way Sears is on the right track by recognizing that exclusive licensed brands should be part of their brand turn-around strategy. But I once heard a definition of positioning as “having to say no.” So by definition, a positioning strategy means having a clearly articulated, relatively narrow and consistent, focus. I hope there’s more strategy behind the curtain that we can see. And I hope that a year from now, I’ll be eating my words.
Hey there’s an idea! Eating. Maybe Sears should get into the food business. A deal with Aldi for the value end of the business, and one with Dean and Deluca to cater to the golfing crowd that just bought a new putter?
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