I don’t think that’s exactly the problem, or at least not going far enough. It’s not that they don’t connect with the Heartland, it’s that they don’t connect at *all* with their customers. Sears didn’t connect with coastal/urban dwellers either and they *definitely* didn’t connect with internet users. Even today their web site is horrible and their marketing message muddled at best.
Sears is still using their ridiculous ‘80s logo. They do not in any way reference their very own history; they do not in any way inform customers of their importance to the history of America itself. They are a brand which has no idea of its heritage, and what it could be in the future.
Whoever they’ve had in charge of their marketing over the past several years has failed miserably. Period.
It would be a no-brainer to bring this classic brand back to life. But it might be too late. Alas.