Issuu on Google+

MICHAEL SCHMIDT

Brand + Communications Strategy

Call Schmidty 804.836.5475 | HeySchmidty@gmail.com | MeetSchmidty.tumblr.com

Circuit City Brand Inspiration VCU Brandcenter, February 2008

The Project: Reinvigorate an ailing brand •Move Circuit City away from unsustainable price point differentation •Provide a rallying cry to inspire the brand, and tactical ideas to bring it to life

The Outcome: What might have been We turned one of Circuit City’s biggest weaknesses - its older, less tech-savvy average consumer into an opportunity and tied it to innovative tactics based on tried-and-true retail tricks

By building both brand and business, our strategy was a sign of hope for a company that seemed to have little But before we could share our idea with the client, an executive regime change and economic recession marked the beginning of the end

How to give new purpose to a brand without losing sight of the business model



Circuit City Brand Inspiration