Comments on: Best Buy Brand Identity – Testing Using Open Principles

By: Jeff Swanson

Jeff Swanson — Tue, 21 Jul 2009 19:42:00 +0000

This is the first time I’ve seen your blog and I must say I’m impressed. It’s a great way for you to stay in touch with the fans of your brand, which includes me. I think the new logo, but more importantly the fact that you use input from your consumer base, is great.

By: Barry Judge Blog Archive Best Buy Brand Identity Testing | Uniform Stores

Barry Judge Blog Archive Best Buy Brand Identity Testing | Uniform Stores — Mon, 01 Jun 2009 12:51:25 +0000

[...] Barry Judge Blog Archive Best Buy Brand Identity Testing Posted by root 15 minutes ago (http://barryjudge.com) Uniforms are all part of this intermediate step chief designer at best buy to your comment regarding the tag pointing down devart theme powered by wordpress and maintened by bust out solutions Discuss | Bury | News | Barry Judge Blog Archive Best Buy Brand Identity Testing [...]

By: BIG Kahuna

BIG Kahuna — Sat, 08 Nov 2008 23:59:25 +0000

Gosh it’s really too bad people don’t know the definition of brand identity. A logo is not a brand identity, it’s a mark. A brand identity encompasses everything a brand wants to be perceived as (both internally and externally), which is much more than a logo.

You can read all about what brand identity is here: http://www.brandidentityguru.com/wordpress/2008/11/what-is-brand-identity-really/

By: jeff

jeff — Fri, 07 Nov 2008 13:07:23 +0000

I really love this conversation. I would love to hear more about how the new design evolves the image of the brand vs the old design. Does it say anything different about the brand? Does it change how you feel about the brand? ? Good or Bad.

By: barryjudge

barryjudge — Sat, 01 Nov 2008 17:32:17 +0000

Darryl has captured well the intent of our refined positioning for the Best Buy brand. For his take, click the link in the above post. For me, the spirit of our Brand work is trying to reflect the importance of our people over time to be Best Buy’s key differentiator vs Wal-Mart, Costco, Amazon and the like.

By: Darryl Jonckheere » Blog Archive » Best Buy Reinvents its Brand Identity

Fri, 31 Oct 2008 00:49:21 +0000

[...] of a larger reinvention strategy as reported by RetailNet Group, the proposed although not finalized new corporate logo (left) is an interesting departure from the company’s existing [...]

By: Dion Hughes

Dion Hughes — Mon, 27 Oct 2008 20:29:26 +0000

Hi Barry. Great seeing you today, and thanks for the prod to leave comments here, even if, or maybe especially if, they’re against the flow.
The stuff i’ve seen on your corporate id, of which your logo is just a small part, has been a definite step in the right direction. (before you stop reading, there’s a ‘but’ coming…) It’s forward, open, vibrant, and, i feel a lot more care has been taken with it. not sure if that’s true, but that’s what it feels like.
Here’s the But: i hope you’re slowly weaning the world away from your ‘tag’, either by further abstracting it, or by developing secondary marks and icons that can one day step in to be the primary representative of your brand. marks that have no apparent meaning, such as target’s, can just be what they are. but the tag has such a clear story to it… and from what i can see as the direction your business is going (“the only brand with people in it”) the tag always has me doing a u-turn back to a transactional relationship. i’m suddenly back in that st paul parking lot. your customer, your business and your brand have come a long way since then… i wish i could see that reflected in future iterations – by further sublimating the ka-ching.

By: jcburns

jcburns — Thu, 23 Oct 2008 19:18:27 +0000

So we were just going to put the Best Buy logo (as a sponsor) on the back of a teaching vehicle (literally, a bus that travels around) that Best Buy is generously supporting for the next two years with a nice contribution here in Georgia…and I said in a meeting “I heard they had a new logo, maybe we should use that one.”

But reading this, I guess not, eh? Big ol’ yellow tag remains the current logo?

By: Kellie Schroeder

Kellie Schroeder — Tue, 21 Oct 2008 04:54:57 +0000

Hi Barry,

I’m not a big fan of your new logo, but I love the ideology behind open principle.
I love the objectives you’ve set forth for your new brand, but I think the mark, as it stands now is a little too generic.

The Best Buy tag is different.
The huge yellow tag and typeface say young, confident, low-cost and different. It indicated (to me as a consumer…not a jaded branding person) that your business model was different. Once you step inside, the brand promise delivered.

The new logo type logo melts into the backdrop of every other store. You no longer lead, you blend.

Best Buy rocks…and I love your dedication to staying at the front of the curve.
Can’t wait to see what develops!

By: Craig

Craig — Mon, 20 Oct 2008 21:31:25 +0000

Barry,

Curious when you talk about radically improving how you market and utilizing “open” principles in marketing, are you much concerned about the wisdom of the mob and how do you control the playground, or do you just not worry much about those that might discuss in front of your customers why they might sometimes like a competitor better?