Macy’s gives us a reason to remember their name. That’s what you call good branding.
Tomorrow morning, families across the U.S. will be gathering to watch the 90th Macy’s Thanksgiving Day Parade and without a conscious effort, those 23 million viewers will be mesmerized by the spectacle, filled with holiday spirit, and motivated to shop- hopefully at Macy’s! (I, of course, take it a step further and find it difficult to move on until the itch to watch The Miracle on 34th Street has been scratched.)
For a decade short of a century, Macy’s has reminded past, current, and future customers of their name, that they are “America’s Department Store”, and that yes, department stores are still relevant. Somehow, with big balloons, The Rockettes, and Al Roker, they achieve the goal of cementing their brand values of customers first, teams win, give back, and integrity always.
In the sales world, the words of Alec Baldwin in Glengarry Glen Ross remind us to “Always Be Closing,” In our world, we’ll let Macy’s remind us to “Always Be Branding.”