Best Buy

This Brand Experience Brief covers Best Buy. I visited the location in Richfield, MN, and found that instead of presenting a cohesive Best Buy brand experience, the store provides a collection of shopping experiences for different brands. Take a look:

More is better, according to the leading marketing theorists when it comes to brands participating in social media. Blogger how-to lists and entire books are dedicated to the proposition, and there are services that will tee-up "content" so you can repurpose it into the mediasphere. The Conventional Wisdom not only says this is effective commercial speech but that it's a replacement for old approaches, like advertising. Spend more of your marketing budget on it this year or risk being oh so 2010.

News out of Cannes last week was that Twelpforce won the Titanium. Adage had this to say about the win:

Best Buy is going to start retailing an electric motorcycle sometime this fall, in an effort to repurpose some of the space available in its cavernous stores. I think the bigger opportunity is to use that space to deliver new and different services.

The retail giant that helped bring car stereos, camcorders, and CD players to the masses wants to be homeowners' best friend in the emerging world of smarter, greener technology.

by: Jonathan Salem Baskin

Yesterday, I wrote about how I didn't necessarily understand (or believe) Best Buy's plans to expand significantly its private label technology products business, and its hopes that incorporating customer feedback would let it make simple improvements that the big name brands might miss.

I think there's a far bigger, far more radical, and much more likely sustainable opportunity for the company to pursue:

Services.


by: Jonathan Salem Baskin

Best Buy plans to expand significantly its private label technology products business, believing that customer feedback in its stores will let it make simple improvements that the big name brands might miss.

Such vertical integration might be torn right from Capitalism 101, but I'm not sure that I buy it.

by: Jonathan Salem Baskin

by: Guy Kawasaki

Marti Nyman is “director of global innovation networks” for Best Buy. This means that his job is to find leading-edge, cool stuff for Best Buy—and yes, he gets paid to do this.