The Barnes & Noble brand is being diluted
Tom Dougherty, CEO – Stealing Share
25 November 2014
Is it even a bookstore anymore?
I’ve said it before and I’ll say it again, the closing of America’s bookstores has saddened me. Just like streaming music has killed the music store, e-books have sucked the life out of book stores. The Barnes & Noble brand is being diluted. They are just selling too much stuff.
Save for a few indie shops, Barnes & Noble is still putting up the good fight. Yet, I can’t deny that its tactics seem a little too desperate for my taste.
“It makes me wonder just what is the Barnes & Noble brand is anymore?”
The thing is, the store appears to be more and more like Toys R Us. Anymore, half of the store is filled with kid’s toys: Legos, games, stuffed animals, figurines — you name it. It just feels so strange to me.
Is this what B&N has stooped to, to stay alive?
Even the chain kicking off Black Friday by offering 500,000 books signed by more 100 top authors reeks of a last-ditch push to get people in the doors. My hunch is that, unless customers can meet the author in person, a signed book just isn’t all that meaningful. The experience is what should be sold, not the signature.
Equally as prominent in its Black Friday ads, though, is this: “Educational Toys & Games — Buy 1, Get 1 50% off Offer on Barnes & Noble’s Leading Selection of Educational Toys & Games.”
it makes me wonder just what is the Barnes & Noble brand is anymore?
Right now, the store is attempting to be the jack of all trades. The problem is that it is no longer a master of one.
Volkswagen Brand Repair Tom Dougherty, CEO - Stealing Share 17 January 2018 Where does Volkswagen stand now? Brand repair often represents a daunting task because it means changing a belief system that exists in the market. That you stink. Volkswagen, after...
ALDI Tom Dougherty, CEO - Stealing Share 16 January 2018 ALDI is unique, but is it better? There was a time in my life where consuming food was my enemy, bringing about a battle with diabetes. Since then, I work hard at keeping my food intake at bay. Nonetheless, what...
Diet Coke Makeover Tom Dougherty, CEO - Stealing Share 11 January 2018 Coca-Cola's Diet Coke makeover "Millennials are now thirstier than ever for adventures and new experiences, and we want to be right by their side,” Said Coca-Cola North American Director. As a...