With the prospect of another slowdown facing the American economy, it’s interesting to remark on the new brand positioning home improvement retailer,Lowe’s, has launched to weather these uncertain times. Rather than jump on the “value and savings” bandwagon, they have opted to strike an emotional cord. “Never stop improving” is the rallying cry that marketing Senior Vice President Tom Lamb, is hoping will resonate with consumers. What’s more, the mantra is both a call to action for consumers as well as a corporate brand promise to deliver innovations to the category. The accompanying TV campaign tugs at the heartstrings as it follows a couple, from innocent youth to their golden age, dancing through the interiors of their ever changing, “improving” home. I’m always a sucker for the emotional card, but I also must admit that it’s refreshing to see a retailer sending out a loftier message these days. The inspirational double-edge slogan, which speaks to the consumer’s mindset as well as the corporate ethos, has a history of success with company’s looking to stand out in the crowd; most notably, Apple’s “Think Different” campaign that challenged the individual as well as championing the company’s philosophy. By combining some cool editing, post effects, and a catchy tune by New Zealander Gin Wigmore, the spot’s optimism is infectious and impossible to resist. It’s true brand building at its emotive best.

peter g