Best Buy is repositioning from the geeks with all the answers to the geeks who ponder, “what if?”
The brand refresh features a modern look and feel, with a supplementary color palette of magenta, teal, and red. The new tagline is “Imagine that,” representing the infinite possibilities that technology can unlock.
According to Best Buy, “Customers are more familiar with technology, do a tremendous amount of research on their own, and know we will be there with our expertise when they need it. Today, they want us to play a bigger role in helping them discover new technology, how it can elevate their lives and the extraordinary things it can do for them.”
The pivot will be supported by in-store experiential spaces to showcase innovations from GoPro, Tesla, Lovesac, and Starlink; new dedicated associate teams in computing, appliance, and home theater sections; personalized, AI-powered app experiences; and over 500 educational videos slated for this year alone.’
And then there’s Gram, Best Buy’s first holographic spokesperson who will be a recurring character in upcoming campaigns.
