Do I Need to Refresh My Brand?

Jay Parini: Think about your brand. Do I need to refresh it or renew it? How's my brand going to feel again against new competition? He says Sears got so caught up in what they believe their brand was that instead of letting Sears become known as the company that started as a department store but became the financial services, they sold off those. Parini: They don't get so attached to this identity of who you were versus who you should be.