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Concept II

Best Buy Rebranding Reverses Historic Course

May 9, 2018 by Ted 10 Comments

Old Best Buy logoBest Buy has launched a corporate rebranding that is both sweeping in style and represents a shocking reversal of course, undoing much of its original mission that was created when founder Dick Schulze, President Brad Anderson and crew launched an entirely new store concept known as “Concept II.” Concept II was a reinvention of their formerly more traditional superstore design to a new warehouse style discount store designed to deliver the “Best Buy” on all things tech. This new branding change is to such a significant degree that even Advertising Age Magazine (AdAge) devoted significant space to an analysis of it.

See more on this surprising reversal of the genesis of Best Buy’s founding concept… [Read more…] about Best Buy Rebranding Reverses Historic Course

Filed Under: Brands, Industry Trends, Management, Marketing, News, Pivot Point, Retailers, Strategy Tagged With: Best Buy, Concept II, warehouse stores

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Ted Green Bio

A former dealer, installer, manufac-turer, distributor & more. With a focus on business strategy, my goal is to help you make better decisions for more success.

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