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« Evolution of the Retailer Brand Species | Main | Stagecraft as Brand Strategy: Inside Sears' Craftsman Experience »
Thursday
Dec302010

Stagecraft as Brand Strategy. Part II: Kenmore's Cookin'

This is Part II in our series on Sears' innovative brand engagement concepts.

Is the way to a brand’s heart through the stomach? Sears is cooking up fresh excitement for their Kenmore brand, and attempting to win the hearts and minds of a new generation, with its shiny live kitchen studio and social media nerve center in Chicago’s River North district.

Since the kitchen studio opened last spring, light-touch brand engagement has become flavor of the month. But, as we discovered for ourselves on a recent visit, Kenmore’s concept has maintained a unique culinary flair all of its own.

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