Insignia Electronics Case Study
Challenge
Elevate perception of Best Buy private label brand
Within Best Buy’s robust portfolio of major electronics brands, Insignia suffered from an identity crisis. Sales people and consumers lacked affinity for the product line and saw it as a low-priced, non-aspirational alternative to the major brands. Seeing Insiginia’s potential to drive corporate sales and overall margins, Best Buy tapped Solve to create a position that would elevate the brand’s status.
The Solve
Leverage Insignia’s sensibility
Insignia products feature contemporary designs, the latest technology, consumer-inspired innovations and dependable performance. In an electronics world that’s become overwhelmed with flashy products and shiny bells and whistles, we positioned Insignia as a distinct alternative – refreshingly grounded in Uncommon Sense.
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Results
A brand on the move
- New brand platform enthusiastically received by Best Buy sales force (“Blue Shirts”)
- Position fueled significant Insignia SKU expansion
- Insignia product sales outperformed ambitious expectations
- Insignia now recognized as legitimate brand among internal stakeholders, owners and shoppers
Client Quote
“Solve’s brand strategy and creative thinking were catalytic toward adding value to the Insignia proposition. They identified an authentic brand voice and spirit that resonated both internally and with a key segment of Best Buy shoppers.”
-Scott Burglechner, Sr. Director, Brand Strategy & Marketing, Best Buy Exclusive Brands
