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.
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