Source: https://www.youtube.com/watch?v=CcZZwhr7eFI
Now here’s a relevant real-world case of brand positioning. In 2011, home improvement retail company Lowe’s changed its tagline from “Let’s build something together” to “Never stop improving.” According to Lowe’s senior VP marketing Tom Lamb on The Business Wire, the new tag line is intended to “make Lowe’s customers feel motivated, inspired, confident, and energized” and “it reflects [Lowe’s] customer’s mindset about their homes and their lives” (The Business Wire).
I agree with this change. “Let’s build something together” may not appeal to non-DIY customers. “Never stop improving” targets a wider audience because everyone could use some improvement – change is a constant. Lowe’s brand promise is innovation. “Never stop improving” reflects Lowe’s innovation in products and services, as well as motivation for customers.
Lowe’s new tagline also pushes for brand loyalty. The commercial ad video shows a progression in time as a couple evolves into a family amidst a constantly improving home, establishing Lowe’s brand loyalty as it intends to be the life-partner home improvement store for families. Lowe’s new tagline makes itself relevant to the customer in trying to develop a long-term close relationship, but Lowe’s is still second to Home Depot. Home Depot’s tagline, “More saving. More doing.” (Corporate Eye), appeals to financially concerned customers. Perhaps what’s actually relevant right now in this recession is frugality – improving only necessary repairs, not starting new projects.
Read the full article here (The Business Wire).
“Home Depot Gets a Slogan Makeover.” Corporate Eye. Web. 06 Oct. 2013. <http://www.corporate-eye.com/main/home-depot-gets-a-slogan-makeover/>.
“Lowe’s Announces New Brand Positioning: Never Stop Improving.” The Business Wire. Web. 06 Oct. 2013. <http://www.businesswire.com/news/home/20110919006130/en/Lowe’s-Announces-Brand-Positioning-Stop-Improving>.