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Helping an iconic retailer offer ‘More for Business’
Services
JB Hi-Fi is Australia’s largest seller of consumer electronics and office technology products, and one of the country’s most valuable brands.
Many of us would struggle to walk past JB Hi-Fi’s classic black and yellow frontage without stopping for a browse. It’s an iconic retailer whose brand is deeply embedded in the consumer psyche.
But therein lay the problem. Business customers were purchasing as consumers, not as buyers of B2B solutions. JB Hi-Fi not only struggled with visibility over these customers, but also lacked a clear positioning and value proposition for the business buyer.
Many of us would struggle to walk past JB Hi-Fi’s classic black and yellow frontage without stopping for a browse. It’s an iconic retailer whose brand is deeply embedded in the consumer psyche.
But therein lay the problem. Business customers were purchasing as consumers, not as buyers of B2B solutions. JB Hi-Fi not only struggled with visibility over these customers, but also lacked a clear positioning and value proposition for the business buyer.
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We were appointed to rethink JB Hi-Fi’s B2B brand and proposition with a focus on businesses and schools.
We conducted extensive research, workshops and interviews to understand the business and its B2B positioning problem.
The key insight: the same people who made consumer purchases at JB Hi-Fi were also technology decision-makers at SMB and Enterprise organisations.
So, we developed a new brand architecture and two sub-brands: JB Hi-Fi Business and JB Hi-Fi Education. Both centred around a brand promise, “We help our customers make the right technology decisions.”
The key insight: the same people who made consumer purchases at JB Hi-Fi were also technology decision-makers at SMB and Enterprise organisations.
So, we developed a new brand architecture and two sub-brands: JB Hi-Fi Business and JB Hi-Fi Education. Both centred around a brand promise, “We help our customers make the right technology decisions.”
Our work on JB Hi-Fi’s B2B offering is reflected in the strapline we created, “More for Business”.
We gave JB Hi-Fi Business and JB Hi-Fi Education a new brand strategy, visual identity, core value proposition, brand guidelines, brand assets and new websites. More importantly, it positioned the retailer as a connector of customer needs with the right technology for their business.
- Revitalised JB Hi-Fi’s B2B value proposition
- Created 2 new brands targeting businesses and education sectors
- Launched A new B2B visual identity, content and executions
