circuit city brand inspiration
DESCRIPTION
Giving new purpose to an ailing brand without losing sight of its business model, and turning its biggest perceived weakness into a source of strength.TRANSCRIPT
The Project: Reinvigorate an ailing brand
Circuit City Brand Inspiration
VCU Brandcenter, February 2008
MICHAEL SCHMIDTBrand + Communications Strategy Call Schmidty 804.836.5475 | [email protected] | MeetSchmidty.tumblr.com
The Outcome: What might have been
How to give new purpose to a brand without losing sight of the
business model
•Move Circuit City away from unsustainable price point differentation•Provide a rallying cry to inspire the brand, and tactical ideas to bring it to life
We turned one of Circuit City’s biggest weaknesses - its older, less tech-savvy average consumer - into an opportunity and tied it to innovative tactics based on tried-and-true retail tricks
By building both brand and business, our strategy was a sign of hope for a company that seemed to have little
But before we could share our idea with the client, an executive regime change and economic recession marked the beginning of the end
