Featured Story: The Home Depot

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So, if we successfully positioned The Home Depot when they first hired us back in 1993, why did we need to reposition them in 2008 going into 2009? The economy was in the beginnings of a serious downturn, and the competition was far different than it was 15 years earlier. The new executive leadership team set a course to reclaim its leadership position, and we were more than willing to play a role in that challenge.

So we dove into research and emerged with a strategy aimed at doers – homeowners who want to take their dreams of what their home could be into their own hands. Their fistful of hard-earned money, when brought to The Home Depot, will help get the job done. With more of the right know-how, more of the right products, and more of the right price. All summed up in the theme line “More saving. More doing. That’s the power of The Home Depot.”

With significant operational changes and a renewed focus on what the brand stands for, The Home Depot has increased its market share and solidified its lead in the category by awakening the doer in all of us.

So, if we successfully positioned The Home Depot when they first hired us back in 1993, why did we need to reposition them in 2008 going into 2009? The economy was in the beginnings of a serious downturn, and the competition was far different than it was 15 years earlier. The new executive leadership team set a course to reclaim its leadership position, and we were more than willing to play a role in that challenge.

So we dove into research and emerged with a strategy aimed at doers – homeowners who want to take their dreams of what their home could be into their own hands. Their fistful of hard-earned money, when brought to The Home Depot, will help get the job done. With more of the right know-how, more of the right products, and more of the right price. All summed up in the theme line “More saving. More doing. That’s the power of The Home Depot.”

With significant operational changes and a renewed focus on what the brand stands for, The Home Depot has increased its market share and solidified its lead in the category by awakening the doer in all of us.

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