Inside hhgregg’s Brand Transformation
hhgregg announced on May 9 that it would embark on a branding change to better serve its customers and the communities in which it does business. Lyle gave Dealerscope some insights into the whys and wherefores of the strategy.
Dealerscope: What prompted the company’s measures to begin a brand transformation?
Julie Lyle: It was a function of capturing an opportunity. We had engaged Leo Burnett last year before I joined the company. It was time to begin creative for a new campaign and, when I joined, I said, let’s really talk to our customers and find out what matters to them, and see what is uniquely hhgregg and what can we do that will differentiate us from all the folks out there that deal with these products.