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Frank Blake is taking Home Depot back to its roots as provider of tools and solutions to average people and these new ads, while a little schmaltzy as they say in NY, are right on target. Yes, they are very reality TV but that’s the point—they are authentic. You have real people literally building their lives with the help of Home Depot. The ads are less about home-improvement than about the self-esteem of three women.
This focus on helping consumers construct their own world is pretty far away from the vision of Blake’s predecessor, Robert Nardelli, to shift to a wholesale business of selling lumber and tools to contractors. Blake’s vision is bottoms up, emotional, consumer-centric, co-creative and retail with wide profit margins. Nardelli’s was top-down, systems-focussed and wholesale with slim margins.
Home Depot is getting it right now.
Want to stop talking about innovation and learn how to make it work for you? Bruce Nussbaum takes you deep into the latest thinking about innovation and design with daily scoops, provocative perspectives and case studies. Nussbaum is at the center of a global conversation on the growing discipline of innovation and the deepening field of design thinking. Read him to discover what social networking works—and what doesn’t. Discover where service innovation is going and how experience design is shaping up. Learn which schools are graduating the most creative talent and which consulting firms are the hottest. And get his take on what the smartest companies are doing in the U.S., Asia and Europe, far ahead of the pack.