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.
—Qualitative consumer research
—Socialization & training
“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.