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Branding & Communications

What Every CEO Can Learn From Best Buy’s (Continued) Branding Mistakes

Recently, I came across an article in Ad Age covering Best Buy’s most recent branding efforts. Here’s what stopped me in my tracks: “For the past 18 months, the U.S. marketing team, led by Drew Panayiotou, senior-VP marketing, has been working to reframe the retailer's brand proposition. Now it's ready to unveil its efforts. Best Buy's new tagline, rolling out this summer, is 'Making technology work for you.'"

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