Brandweek
Back in the day, Sears' Kenmore brand was well known as an innovator -- it was first to bring front-loading washing machines to the U.S., for example; it also introduced color on washers and induction on freestanding ranges. But consumers now see the 83-year-old brand as one that their grandmothers and mothers bought, admits Kenmore vp and general manager Betsy Owens, so it's time to reinvent its image with a new TV, in-store, social media campaign and Web
site. Owens says that Kenmore is targeting "attitudinal segments." When Emily Wong presses her to define the …