Best Buy is celebrating a brand turnaround that is putting it back on track with its 2020 growth strategy. As it focuses on enriching people’s lives through technology, the North American electronics retailer is expanding what it sells and evolving how it sells it.
It also just unveiled a new marketing strategy, including a new tagline and rallying cry: “Let’s talk about what’s possible.” The focus is on customer service, and how its 100,000 Blue Shirts aim to be an inspiring ally to customers, helping them understand what they want to do and how tech can help them achieve great new things.
The creative elements of the refreshed branding include an updated Best Buy logo and a new look and feel with updated colors, photography and conversational language. It’s all designed to highlight the Best Buy culture, expertise and dedicated employees.
“Telling the story of our people—and how we make a meaningful impact on customers’ lives—is at the heart of this work,” Best Buy Chief Marketing Officer Whit Alexander stated. “Our people are our insurmountable advantage.”
For the first time in almost three decades, its logo has been updated. It’s now more modern and easier to read, especially in today’s digital world. “Best Buy” still appears in a bold, black font, but now it resides outside of its signature yellow tag.
The yellow tag serves as graphic punctuation and a visual connection to the brand’s history. As the Minneapolis Star-Tribune notes, “Best Buy’s yellow-tag logo dates back to the 1980s when the retailer was transitioning from Sound of Music stores to a national big-box retailer focused on electronics and competitive prices.”
“The updated logo is true to our heritage, but it’s really cleaned up,” Alexander (a three-year veteran of Best Buy who was promoted to CMO last year) added. “It’s an evolution toward the future, and we’re really excited about that.”
The logo already appears on BestBuy.com and in digital ads and TV commercials and will be coming to uniforms, shopping bags and signage.
Getting in the front door is the first step. And we can help with that too.
— Best Buy (@BestBuy) May 13, 2018
New TV commercials and digital videos focus on the Best Buy shopping experience, not just the products being sold:
The commercials highlight the role of employees—aka Blue Shirts—as an inspiring friend who helps customers solve their needs and discover what’s possible with technology. The ads focus on the conversations between actual Blue Shirts and customers. The products are the payoff at the end.
Its new ad campaign is narrated by actress Scarlett Johansson and filmed in black and white by Academy Award-winning director Errol Morris (who directed its commercials in 2010), with the only color being the bright blue of the Best Buy employee’s shirt. The products, meanwhile, were shot against a bold, blue background.
“We have a great story to tell,” Alexander said. “The core of what differentiates Best Buy vs. everyone else—and makes us awesome for customers—is that we understand your unique needs and how tech can enhance your life.”