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Sears Treats Consumers Like They're Total Idiots

Tickers in this article: DPZ SHLD

NEW YORK (TheStreet) -- Here's the best thing Sears Holdings 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 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.