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Best Buy

Giving voice to what
employees already know

We tapped into internal culture to define the Best Buy brand for their next chapter of growth under a new internal and external banner: “Let’s talk about what’s possible.” It is an expression of the unique culture of Best Buy, a representation of the best of what blue shirts do, and a vision for innovation.


Tools
—Qualitative consumer research
—Brand strategy
—Brand architecture
—Socialization & training


Process

For this work to be successful it had to get into the internal culture so we designed behaviors and created an internal movement to jumpstart change.

For this work to be successful it had to get into the internal culture so we designed behaviors and created an internal movement to jumpstart change.
Nico Klocanas, Strategist

Socialization materials to inspire the organization

“Train the trainers” session at Best Buy corporate headquarters

Impact

“Let’s talk about what’s possible” became both an internal rallying cry and the external tagline for the brand. Internal behaviors and training efforts brought the work to every employee. Brand architecture, advertising and service innovation made it real for consumers.








The internal rallying cry as the external voice of the brand

Advertising campaign
See more here

Read more here

Whit Alexander, Best Buy
Chief Transformation Officer