EXT. CAR AT THE SIDE OF THE ROAD – NIGHT
FRED sits on his cell phone, squatting down and looking concerned at a punctured tire.
FRED
Targé? Dude, I really need your help
TARGÉ is on the phone, his DJ hair blowing in the breeze, clothed all in stylish, hipster red, with a tshirt and scarf. He’s bopping out some dance moves as he talks.
TARGÉ
Ummmm dude. Love to help. But I’m not really a get-in-there-and-do-it kinda bro, ya know? Know? ( LOOKS at his phone, then back ) Duder, can I call you back, it’s SOME DESIGNER calling…
FRED looks forlorn at his phone as it clicks off. He dials another number.
FRED
Macy? Yea, I have a real problem. Can you come help me?
MACY is having tea, classical music PLAYING in the background. A servant goes to pour her juice, but she waves him away.
MACY
Ummmm. Who is this?
FRED
It’s Fred. You know me? You always smile at me. I need help with my car.
MACY
I really don’t know how to do… that. Have you tried calling Targé?
FRED
He’s, er, busy.
MACY
I’d -really- love to help. Would you like to try a cookie?
FRED
Uh, No thanks.
MACY
Oh, okay. See you soon, Fred!
FRED hangs up, think, then calls another number, backing away as his wheelcover POPS off
FRED
Wally? Can you hear me? Man, I’m in a jam with my car. Can you come help me out?
WALLY is dressed in crumpled white boxers and a dark blue too-small tshirt; he is wiping his nose with his forearm.
WALLY
Duuuuude. I’m -on- it. Lemmie see if I can hitch a ride out to ya. Hang on. MAAAAA!
FRED looks worried at his phone
FRED
Wally, that’s cool. I’ll, I’ll figure something out.
WALLY
MAAAAAAAA!
WALLY pulls up his underwear. Way too high.
FRED hangs up. Looks at his phone, sees SEARS’s number. Thinks for a moment, and calls.
FRED
Heya, Sears? Yea, this is Fred. Do you remember me? We were pretty tight when I was younger. My mom and dad loved you. I loved that book you sent around every Christmas. I’m… well, I’m in a jam with my car. I was wondering if you could give me a hand? I know it’s been a while since we’ve talked…
CUT TO SEARS, a strong looking guy, just finished putting together something complicated in his shop in the garage. The phone cradled in his big shoulder, he reaches for a rag and wipes his hands clean. Hes smiling, friendly and open.
SEARS
Fred, it’s not a problem. Of course I remember you, and you know Im there for you, man. I’m on my way.
SEARS toss the rag across the room into a bin, nothing but net, then hangs up, and reaches for his Carhart jacket.
CUT TO SPLASH SCREEN with Sears logo and words:
“Sears. We miss you too.”
FADE
—
Someone very wise once said that your brand was the real estate you owned in someone else’s mind. It used to be that you controled your brand; you told people what to think about you, from several different directions, and for the most part that was what they thought of you.
Not so much, any more.
With the advent o the interweb and the TweeterBook and so many mesh solutions getting us used to sharing word of mouth all the time, you don’t really control your brand. You have a voice in the conversation, probably, but you don’t rally control it anymore.
What’s your brand?
What is our brand, here at Sears? Or any of the other SHC companies? There’s what we want it to be… but that’s probably different than the way it really is, or how it’s changing, or how we can make it even better.
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