Category Archives: brand identity

24 Aug 2012

What should Best Buy do to survive?…part deux

Raj Bhatt

I blogged recently about Best Buy’s problems and what I think it should do (click here). Best Buy has come up with a new branding, service and store layout strategy in June (explained here in an Ad Age article).  Their new tagline is “Making technology work for you”. They will change store layouts to aid [...]

Best Buy, brand identity, branding, communication, differentiation, survive


19 Feb 2009

Kraft’s turnaround plan and new brand identity: Will it win against store brands?

Raj Bhatt

At a CAGNY conference in Florida, Irene Rosenfeld, CEO of Kraft Foods, highlighted the progress made by Kraft against the turnaround plan announced by her in 2007. The turnaround plan is based on organizational changes, category re-framing using the ‘growth diamond’, sales initiatives, retailer collaboration, cost reduction and quality improvements. Kraft also unveiled a new [...]

brand identity, Kraft, rebranding