Many people probably don’t realize this, but Sears has a lot going for it.

Like highly-trained associates bearing iPads programmed with an exclusive app to help customers find the right products and even apply rewards points and check out then and there, without stepping foot in line. Like the option to receive an e-receipt instead of paper. And a “buy online pick up in store in 5 minutes or less” promise, which is more than most of Sears’ competitors can say.

Sears has experienced five straight years of sales decline. So it’s about time for a makeover for this 125-year-old company. With a long-standing history, many consumers already have pre-conceived notions of what the Sears brand means, so it’s a project that calls for continued exciting and surprising marketing initiatives.

CMO of Appliances, Eddie Combs, has been at the forefront of positive change for the brand, introducing what he calls a “surprise” of a campaign, along with a new slogan, “This is Sears.” And while the slogan doesn’t do anything for me, considering it doesn’t differentiate Sears in any way, shape, or form, the TV spot that created tremendous buzz during coverage of this year’s Olympic Games was a definite knee-slapper.

Age is just a number. Like people, brands are only as old as they feel. Sears realized it was starting to feel stale, so it upgraded to a modern, integrated, customer-friendly retail experience, re-worked its brand personality, and introduced a fun, hip campaign.

Sears is changing, from the inside out. This is important to note, because it is not enough to simply create a modern campaign without having the consumer process to back it up. Especially in this day and age. Consumers can smell B.S. from a mile away. And they’ll write all about it on your Facebook page, Tweet it across the universe, or contact a blogger in your industry.

If your legacy is dwindling, don’t give in — pick yourself up and breathe life back into your brand. I dare you.