Sears Treats Consumers Like They're Total Idiots

NEW YORK (TheStreet) -- Here's the best thing Sears Holdings (SHLD) has done since it served popcorn in its catalog department:

But this is about 1,000X better:

I don't think I've witnessed a better turnaround than the one Domino's Pizza (DPZ) pulled off.

There's a crucial difference, at least in the two videos, between how Sears and Dominos portrayed their respective situations.

Dominos exists in the same world as the rest of us. When it struggled, it not only acknowledged but fully embraced its reality. Throughout Dominos' turnaround campaign, it's obvious that CEO Patrick Doyle demanded complete and total humility in the company's messaging.

We suck. It's unacceptable. Hold us accountable. We promise we'll be better.

Although Sears might not even realize this, there's an undertone of arrogance and delusion in its marketing.

If you liked this article you might like

Kohl's to Accept Amazon Returns in 82 Stores and Yet Stock Does Nothing

Wall Street Overlooks Trump's North Korea Threats to Hit New Records

Best Buy Disappointment Sends Retailers Into a Spin

Stocks on Track for Records Even as Trump Goes After North Korea

The Toys 'R' Us Bankruptcy Filing a Reminder That Amazon Is Crushing Everyone