When Taglines Go Bad – The Best Buy Saga

So there I was minding my own business when I came across an article on Fast Company entitled What Every CEO Can Learn From Best Buy’s (Continued) Branding Mistakes. Written by David Brier, who I know to be not only a great writer but also a branding expert, the article made reference to the new tagline the much-maligned Best Buy recently trotted out after what was surely an exhaustive 18-month odyssey.

Truth be told the 18 months was spent “working to reframe the retailer’sbrand proposition” and the new tagline was one item that came out of saidreframing.