HES Reveals Ambitious Branding Campaign
By Grant Clauser
At its annual summit this year in Dallas, Texas, Home Entertainment Source (HES) General Manager Jim Ristow introduced some key initiatives to leverage the HES brand on a national level, including manufacturer support in advertising, in-store and truck signage and promotional materials to create a unified identity among HES dealers, similar to the branding campaign Brand Source, HES' parent organization, uses for its appliance dealers.
Mark Baird of Brand Source says, "We do understand the audio/video specialty business is different from the Brand Source stores, but we think there are parallels." Brand Source marketing has used several strategies to increase consumer awareness. Currently, Brand Source runs TV ads on channels like HGTV, DIY, ABC, Food Network and others, which feature a common logo. Baird pointed out that consumer awareness of Brand Source stores has skyrocketed since the beginning of the campaign and has lead to increased profits among retailers taking advantage of the branding.