ClientSummit2010_BrianDunn(BestBuy)
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Transcript of ClientSummit2010_BrianDunn(BestBuy)
Transforming the Best Buy BrandBrian J. Dunn, CEO, Best Buy Co., Inc.
TRANSFORMING THE BEST BUY BRAND
The Top 10 Strategies to Evolve a Brand
10 Remember: sex sells… which is why Best Buy’s new company spokesperson is Andy Rooney
9 Create a catchy slogan, then have Don Draper pitch it
8 Turn the name of your business into a hip acronym like KFC and DQ did. (NOTE: Fashion Unlimited, do not do this)
TRANSFORMING THE BEST BUY BRAND
The Top 10 Strategies to Evolve a Brand
7 Never forget that guerrilla marketing and gorilla marketing are two VERY different things
6 Brand + Bacon = Bracon. Think about it
5 Procure exclusive logo placement rights on Lindsay Lohan’s ankle bracelet
4 To ensure positive results in your qualitative research, get your focus groups liquored up
TRANSFORMING THE BEST BUY BRAND
The Top 10 Strategies to Evolve a Brand
3 Create an aura of “brand danger,” like the beef industry did with e-coli
2 When making important brand-related decisions, always ask yourself, “What would Snooki do?”
1 Avoid all forms of social media – that crap will never catch on
The Real Top 5 Strategies to Evolve a Brand
TRANSFORMING THE BEST BUY BRAND
5. Meet People Where They Are
TWELPFORCE IDEAX
TRANSFORMING THE BEST BUY BRAND
5. Meet People Where They Are
SUPPORT-O-PEDIA BEST BUY FACEBOOK PAGE
TRANSFORMING THE BEST BUY BRAND
4. Don’t be Afraid to Have a Little Fun.
TRANSFORMING THE BEST BUY BRAND
3. Find the Core of Your Story, and Shout it from the Rooftops
TRANSFORMING THE BEST BUY BRAND
TRANSFORMING THE BEST BUY BRAND
2. Engage Your Employees
TRANSFORMING THE BEST BUY BRAND
2. Engage Your Employees
Keith Richards Joins Musical Instruments Department
TRANSFORMING THE BEST BUY BRAND
1. Be Relentless With Your Message
Thank YouBrian J. Dunn, CEO, Best Buy Co., Inc.