Category: Brands

Bed, Bath, & Beyond 2.0: Why the Brand is is Betting on Brick-and-Mortar Again

Less than two years after closing its final store, Bed Bath & Beyond is making a surprising comeback. The beloved home goods retailer, which filed for bankruptcy in April 2023, is partnering with Kirkland’s Home to bring back physical stores in 2025.

This revival raises an important question: Can a brand that struggled so much in the past find success again in today’s tough retail world?
The answer lies in understanding both the opportunities and challenges ahead. While Bed Bath & Beyond still has valuable brand recognition, the retail landscape that caused its downfall hasn’t gotten any easier.

The Case for Comeback

The biggest reason Bed Bath & Beyond can attempt this comeback is simple: people still know and trust the name. Even after bankruptcy, the brand apparently still had some value when it was sold to Overstock during the bankruptcy proceedings. This brand equity is like having a head start in a race – customers already know what to expect from the Bed Bath & Beyond name.
The new partnership with Kirkland’s shows smart planning.

Instead of trying to recreate the massive 80,000 square foot stores that contributed to the company’s downfall, the new stores will be up to 15,000 square feet, with some stores as small as 7,000 square feet. These “neighborhood” stores will be much more manageable and less expensive to operate.

The financial structure also looks more realistic. The brand struck a $25 million partnership with home decor retailer Kirkland’s to open the small-format stores, which is a much smaller investment than the company’s previous expansion efforts. An initial pilot of opening up to five stores reflects a measured, test-first approach rather than rapid expansion that brands often pursue in the name of growth.

Another advantage is timing. The home goods market has remained strong, and many competitors have struggled or closed since Bed Bath & Beyond’s bankruptcy. This creates opportunities for a well-known brand to fill gaps in the market, especially in areas where customers miss having a dedicated home goods store nearby.

The Risks Ahead

Excitement over Bed, Bath, & Beyond 2.0 must be tempered with recognizing current market realities. The same problems that led to Bed Bath & Beyond’s original failure haven’t disappeared. Reversing sales declines won’t be easy given challenges with waning customer demand and rising competition in Bed Bath & Beyond product categories. The home goods market is now dominated by online retailers like Amazon, discount chains like Target, and specialty stores that offer better prices or unique products.

The brand’s reputation also carries some baggage. Many customers’ associations with the brand may be bankruptcy, empty shelves, and store closing sales. The company also fell behind on payments to vendors, and stores did not have enough merchandise to stock shelves. Rebuilding trust with both customers and suppliers will take time and consistent performance.

Many of the brand’s setbacks were self-inflicted, brought on through poor decision-making and financial mismanagement. While new leadership and a partnership with Kirkland’s may help, the retail industry is unforgiving. Small-format stores will need to prove they can compete with online shopping and big-box retailers on both price and convenience.

The partnership structure also creates potential complications. Success will depend on how well two different company cultures work together. If Kirkland’s operational approach doesn’t align with Bed Bath & Beyond’s brand expectations, customers might have a confusing or disappointing experience that could hurt the comeback before it gains momentum.

A Cautious Optimism

Bed Bath & Beyond’s brick-and-mortar return represents both the power of brand equity and the challenges of modern retail. The company’s brand recognition gives it a valuable second chance that most failed retailers never get. However, success is far from guaranteed. The retail environment that contributed to the original bankruptcy remains challenging. The new Bed Bath & Beyond will need to offer a point of difference not currently offered by competitors.

The real test will come when the pilot stores open. If they can provide the product selection, competitive prices, and shopping experience that customers want, Bed Bath & Beyond’s comeback story could inspire other struggling retailers. If not, this revival might be remembered as a cautionary tale about the limits of brand equity in today’s retail world.

For now, home goods shoppers can look forward to seeing those familiar blue and white signs again. The ultimate success of this comeback will depend on whether the new Bed Bath & Beyond can deliver on the promise that made the brand popular in the first place.

Want to Hire Influencers? You Already Have

social media influencer

In today’s crowded social media world, finding authentic voices to represent your brand can be tough. You need voices that capture attention, project authenticity, and gain trust. The answer to who can fit the bill might be right in front of you: your own employees. Savvy companies are discovering that their workers can be their most powerful influencers. These team members know your products inside and out, and customers value what they have to say more than the messaging in traditional ads.

In the Digiday article, Brands Are Discovering Their Sales Associates Are Among Their Most Valuable Influencers, employee influencer success stories convey that for all the influential voices on social media, internal sources of influence can be tapped to deepen brand relationships.

Why Employee Influencers Work So Well

Your employees have something that paid influencers often lack: real knowledge and genuine passion for your brand. Women’s apparel retailer Aerie is a brand held up as an example in the Digiday article. Their “Associate Picks” series on TikTok features store workers sharing their favorite products. These videos get amazing results – they hold viewers’ attention for over eight seconds, while most TikTok users scroll away after just three seconds. The content feels real because it is real. When a sales associate talks about why they love a certain dress or how it fits, customers believe them.

Ulta Beauty is another retail brand that has enjoyed the fruits of employee influencers. Ulta has found that their associates are “some of the most powerful influencers” because they “live and breathe the brand every day.” This authenticity creates trust that money can’t buy.

Making Employee Influencer Programs Work

Starting an employee influencer program doesn’t have to be complicated. Some companies like Aerie keep it simple; they just give employees the chance to share their favorites on company social media. Others, like Macy’s, offer gift cards or money to participating employees.

The key is finding workers who are excited about your products and comfortable on camera. Look for employees who already love sharing on social media and have good engagement with their followers. Others may be reluctant or not gifted at exerting influence. Enlisting employee influencers should come from among the willing, not a required task for employees to undertake.

Embrace In-House Influencers

Your employees might be the most trusted voices your brand can use. They offer real-life insight, loyal customer followings, and a deep connection to your brand. Rather than only looking outside for influence, look within your own team. Give employees the tools and freedom to share their brand experiences. You may discover a powerful new marketing channel hiding in plain sight.

Tapping Generations Y and Z to Energize B2B Brands

The influence of Millennials (Generation Y) and Generation Z on marketing tends to focus on B2C. After all, many B2C brands are targeting (or even launched by) that very demographic. Don’t sleep on the potential influence of young marketers in the B2B space. B2B marketing is evolving, and the next generation is leading the charge. Millennials and Gen Z bring fresh ideas, digital fluency, and a desire for authentic engagement.

These are vital traits that today’s B2B brands desperately need. Tapping into their perspectives isn’t just nice—it’s smart business. A recent Marketing Profs article, “Why Millennials and Gen Z Make Good B2B Marketing Leaders,” touts the insights younger professionals can bring to developing brand strategy.

Digital Natives with Data Skills

Younger marketers grew up in a digital world, and it shows in their strengths. According to the article, 52% of Gen Z professionals are skilled in data analytics, compared to just 29% of Gen X. Additionally, 62% believe Gen Z is comfortable with technology, equipping them to use new tools and platforms.

This matters because B2B success increasingly depends on smart data use and leveraging new technologies that increase productivity. These generations don’t just read metrics; they interpret them, apply them, and adjust campaigns accordingly.

Purpose-Driven and Human-Centered

Millennials and Gen Z aren’t just focused on performance. They prioritize caring for people and purpose. In fact, 61% of Gen Z say company values are very important in employer choice.

That same mindset shapes how they connect with audiences. They know B2B buyers are people too, and their campaigns reflect empathy, relevance, and transparency. This human-centered approach can build stronger brand trust and longer customer relationships.

The Kids Are Alright

The future of B2B branding is not just about platforms and funnels. Perspectives on creating authentic, engaging brands are desperately needed. Younger marketers bring values, skills, and a mindset that align with where the B2B world is headed. Brands that embrace their influence now will be better positioned for long-term relevance and success.

Millennial and Gen Z marketers may be future C-suite leaders, but we need not wait until they ascend to that level to tap their wisdom.

It’s not Them, It’s You

Most personal brands struggle for attention because they’re not clearly seen, known, or trusted.

If you are looking to assign blame for the attention deficit, you may find the answer by looking in the mirror. People can’t choose you if they don’t know you exist. That’s why visibility matters.

If you’re not showing up, you’re not being considered.

Even if people see you, they need to understand what you offer and why it matters.

In other words, exposure is not enough. You may be posting three pieces of content daily, but if there is not a coherent, unifying message, it may be little more than noise. Your point of difference, unique value proposition, positioning—however you look at it—must be clearly understood.

Awareness is better than no awareness, but relevance must be established, too.

Trust is the final gate—without it, no one moves forward.

These same factors, awareness, relevance, and trust, are in play for B2B and B2C brands. When you are not on buyers’ short lists, it is likely due to a deficit in one or more of these factors. They apply whether you are a local business or a national brand.

Visibility, clarity, and credibility make the difference between being seen and being selected.

Want to stay off the short list? Stay invisible, unclear, and unproven.
Want to get on it? Show up, speak clearly, and build a reputation that earns trust. Being overlooked often isn’t about a lack of talent as much as a lack of brand-building.

That’s how you move from being ignored to being in demand.

Teach to Stand Out: Why Education-Led Marketing Supercharges Brands

In today’s world of digital noise and information overload, buyers are tired of being bombarded with impersonal pitches. Instead, they crave clarity, guidance, and trust. Education-led marketing flips the script, shifting from sheer volume to meaningful learning experiences that position your brand as a trusted advisor. Let’s explore how this strategy can redefine your brand and build deeper customer relationships.

What is Education-Led Marketing?

Education-led marketing is a strategic approach that goes beyond traditional content and pitches. Instead of focusing on mass outreach, it’s built on instructional design principles, focused more on teaching than selling. Thus, it creates learning experiences that help buyers truly understand and apply insights.

These programs use modular lessons, interactive simulations, role-based guides, and immersive formats (e.g., virtual demos, live workshops) to teach prospects how to solve their business challenges. The goal isn’t to sell directly as much as it is to empower buyers with valuable knowledge, positioning your brand as a trusted advisor. When the buyer is in the market for your product or service, you have largely “sold” them on your value via your education efforts.

Why It Works

Education-led marketing succeeds because buyers are overwhelmed by impersonal, generic messaging, particularly in the B2B space. According to statistics shared by SellersCommerce, a B2B e-commerce platform firm, the early 40% of B2B decision-makers say irrelevant content is their biggest frustration. It’s not that B2B buyers do not consume content during their purchase journey; they consume about 13 pieces of content to help them in the buying process. The need for valuable content aligns with education-led marketing’s aims of informing and educating.

The case presented here for education-led marketing is not a call to abandon all other content creative strategies. Every piece of content need not have teaching as its objective. Content that entertains or creates an emotional response can also positively impact relationships with a brand. That said, consider how you can use education-oriented content to come across like a trusted advisor, not a business desperate to make a sale.

Conclusion

In noisy markets, the brands that resonate aren’t the loudest; they’re the ones that are the best at creating value. By shifting from broadcasting to guiding, education-led marketing positions your brand as a trusted partner.

Ready to rethink your strategy? Start teaching before pitching..

Creating Value in B2B Brands

B2B brands today face a complex buying environment. Decisions often involve multiple departments—finance, IT, procurement, and more. In many buying situations, the stakes are high, as the consequences of making a bad purchase decision can be expensive. This need for consensus and certainty makes brand trust vital.

The Brand Finance Global Most Valuable B2B Brands Index 2025 indicates that the top 250 B2B brands total USD 3.34 trillion in value. Microsoft, Amazon, and NVIDIA lead the rankings of the top 250 B2B brands.

What drives their success? Two key traits are earning trust and offering innovative solutions. Each trait can be cultivated by B2B brands of any size.

A Foundation of Trust

For all the focus on B2B buying decisions being driven by organizational, not personal needs, the fact remains that humans make the buying decisions. Thus, trust figures prominently in a decision to do business with a B2B firm. The buying process can be lengthy, complex, and involve people from different functional areas. Trust is the glue that holds a relationship together throughout the process.

How to Build Trust

  • Deliver on promises. Meet deadlines, honor contracts, and follow up consistently.
  • Share proof. Use client success stories, user reviews, and evidence of expertise to build credibility.
  • Show consistency. Every touchpoint should project a clear brand identity.
  • Seek feedback. Survey clients and internal teams regularly to assess brand perceptions.

Why It Matters

Trust reduces friction in the buying process. It builds confidence among decision-makers. Trusted brands get invited to the table earlier, face fewer objections, and are more likely to win long-term business. In the Brand Finance report, firms with high brand strength were also shown to benefit from lower borrowing costs and greater stakeholder loyalty. Trust isn’t just a value; it’s a measurable advantage.

Offer Solutions, not Products

Innovation is a straightforward challenge: Creating new value. It does not always have to be about inventing revolutionary new products. Innovations can save time, save money, add convenience, or generate revenue. A track record of innovation reduces a brand’s risk of becoming replaceable. B2B buyers look to partners who can solve problems today and anticipate tomorrow’s problems even before they arise.

How to be Innovative

  • Invest in improvement. Commit to the continuous development of products and people.
  • Showcase expertise. Publish case studies, white papers, and thought leadership pieces that communicate your commitment to innovation.
  • Collaborate Beyond the Organization. Innovation is not an insular undertaking. Work with clients and other partners to create new value.
  • Share your story. Innovation benefits from amplification. Convey how your innovations benefit the people or companies you serve.

Why It Matters

Innovative brands stand out. NVIDIA, for example, nearly doubled its B2B brand value by leading in AI and chip design. Amazon’s rise is tied directly to the continued growth of AWS. Offering innovative solutions positions your brand as forward-thinking and essential. It helps you attract strategic partnerships and command a premium in the market.

Building Blocks, not Buzzwords

We beat the drum for trust and innovation to the point that the significance of these traits for brand-building can become lost. Trust and innovation are not buzzwords; they are building blocks for great B2B brands. When your brand is trusted, you reduce risk for your buyers. When your brand is innovative, you increase your value to customers. Together, these traits create long-term brand equity that benefits both your business and your clients.

If your brand can consistently earn trust and bring new solutions to the table, you won’t just win business, you’ll build something enduring that creates value for customers and your business.

Don’t Forget Strategy in July 4th Brand Content

The United States will observe the 249th anniversary of declaring its independence this July 4th. Like many other holidays, Independence Day has become an event on many brands’ marketing calendars. The Fourth of July offers a fun chance for brands to connect with their audience. However, fireworks and flags alone aren’t enough. To stand out, your posts need a clear purpose that ties back to your brand.

A recent article shared by the digital marketing firm LocaliQ offered 16 ideas for creating relevant July 4th brand content. I enthusiastically nodded in agreement when reading their call to ensure July 4th-themed social media content has a strategic purpose. It is not merely a way to fill a content calendar. This content should reinforce brand identity or its business goals.

Celebrate with a Purpose

Too many brands post generic “Happy Fourth” messages without a real plan. A better approach is to create content that supports your business goals. The LocaliQ article shares a few good examples of how to do this right.

First, the idea of sharing customer photos or testimonials helps build trust and community. If your brand values connection, this is a great way to show it. You could ask customers to share how they’re celebrating with your product, then acknowledge their comments. It makes your followers feel included and reminds them of what your brand stands for.

Second, the suggestion to run a themed sale or giveaway ties directly to short-term business goals. Sales drive traffic. Giveaways build engagement. You can do both while staying on brand. A fitness brand, for example, could offer discounts on outdoor gear for holiday weekend workouts. A sale or promotion does not work for every brand, but if it does, it allows you to put your brand in front of customers. Your competitors will probably be doing it, too.

Third, posting about community events or causes lets brands show what they support. This works well for businesses focused on the local community or civic values. It reminds people that your brand is part of something bigger than just sales.

Make Every Post Count

Just because it’s a holiday doesn’t mean you should go away from your brand voice. Every post is a chance to strengthen how people see you, and the examples in the LocaliQ article could make for engaging Indpendence Day content. A fun quiz about U.S. history might fit a brand focused on learning. A photo of employees enjoying a cookout might work for a company that values teamwork. The key is to match the message to your mission.

Ignite Your Brand

The best July 4th social media posts do more than celebrate the holiday. They serve a strategic role. Whether you’re building community, boosting sales, or showing values, tie your content to your brand. That way, the fireworks light up your business, not just the sky.

The Brand That Closed on Black Friday

REI sells recreational gear.
But it stands for something bigger.

When they close stores on Black Friday (the most lucrative day of the year for retailers), they’re not losing sales.
They’re gaining trust.

It’s not a marketing campaign.
It’s rooted in brand values.

REI doesn’t try to be for everyone.
It’s for people who believe outside is better than inside.

The products are good, but products can be matched.
The purpose is unique; that is harder to mimic.

They build community, not just customers.
They sell identity, not just items.

Values create attraction.
And attraction pulls in the right people.

You don’t need a million customers.
You need the right ones—who believe what you believe.

Take the right audience over a large audience any day.

REI gets that.
Do you?

Identify one belief your brand holds and show it boldly in your next decision.

Whisper or Speak: Which Is It?

If you read my two most recent posts, The Golden Silence of a Personal Brand and Don’t Be a Secret, your takeaway could have been confusion.

You may be left asking, “Which one is it?” The views shared in the posts represent two sides of the personal branding coin.

Personal branding entails a certain degree of “tooting your own horn” (Who else is going to do it?). That said, there’s a difference between selling your value and gratuitous self-promotion.

The answer to”Which is it?” does not have to be either/or; it can be both/and.

Personal branding isn’t always about being loud. But it’s not about staying hidden, either.

Some say a strong brand is built in silence through steady actions and quiet integrity. They’re right. Trust grows when people feel seen and valued, not sold to.

Others say, Don’t be a secret. Also true. Your work won’t help others if no one knows it exists. You can’t serve if you’re invisible.

Here’s the tension: Great brands know when to whisper and when to speak.

Silence can show confidence. But too much, and people forget you. Visibility brings opportunity. But too much noise, and your message gets lost.

You don’t need to shout. But you do need to show up with clarity, consistency, and care.

Let your actions speak, yes. But let your voice be heard, too.

Share one moment this week that reflects who you are (i.e., speak). Let people feel it, and let them find you. Give yourself permission to speak.

Don’t Be a Secret

Some secrets are good.
Grandma’s recipe.
The quiet fishing spot.
A hidden gem of a bookstore.

But your work?
Your ideas?
Your value to the world?

Not the place to be a secret.

You can be humble and still visible.
You can be generous and still be known.

A great brand isn’t loud.
But it is findable.
Searchable.
Sharable.

The people who need you won’t come knocking.
They’re not even sure you exist.

Don’t wait for them to guess.
Show up.
Speak up.
Be discoverable.

A secret brand serves no one.
Especially not you.

Share one thing today—an idea, a lesson, a story—that shows what you or your business is about.