I was coming to work today with the radio on when I came across the old Rolling Stones song Start me Up. After parking the car I let the song play out before getting out of the car. When you think of the Rolling Stones what do you think of?
For me its always been Mick Jagger, but as I sat there it dawned on me that the whole of the Rolling Stones Sound is what makes them who they are. It's the signature sound of the Stones that sets them apart from their contemporaries and its what keeps them on the road even to this day 40 years after starting. The drums have the Stones sound as do the rhythm section, the guitars are always the same sound. And together with Mick they have sold out concert halls and made the stones very wealthy musicians long after their contemporaries hung up their axes.
So what can JC Penny and Sears learn from the Rolling Stones? Well for one thing, they should get a handle on what it is that makes them who they are. Unlike the stones they have become older well worn brands which have lost the luster they once held in the eyes of the American public. These two venerable retail giants are cut out of the same cloth, both operate department stores both operated catalogs and both cater to middle class america.
Where as JC Penny offered numerous name branded wearables and beyond, Sears ventured into everything from branded bicycles (even motorcycles at one time) to their beloved Kenmore appliance line and Craftsman branded tools. Yet today they are slipping in sales to the newer giants among mass marketers namely Target (though target began as Dayton department stores near the time Sears started out), Wall Mart and Costco. Today Target is seen as the hipster hangout, Wall Mart is middle class Americana and Costco is upscale warehouse chic. All three know who they cater to and they are doing a better job than Sears and JC Penny at their own game.
So going back to the Stones who also at times faced lagging record sales namely early seventies and at other points. What did they do? They just became better at what they already did well at which meant be who they are. The Stones don't sound like Beattles nor the Who nor any contemporary band of the day instead they stuck with who they have always been. They didn't change up their sound to meet each new generation thoughts on what music should sound like they have just made Stones music. Hence they've never changed over the decades and that's what people want to hear and see in concert. Thats the signature sound of the Stones.
My question then is this. What is the signature Sears brand? What is the signature JC Penny's brand? In my opinion, they have to sit down and spend time and do some historical reviewingto see where they've come from and where they need to be tomorrow. That is if they want to be around for another 50 years.
Here's to finding your signature sound. Once you do, don't lose it or mess with it, because that's who you need to be. The old saying you can't be all things to all people still rings true in both music and in business.