The Project: Reinvigorate an ailing brand

Circuit City Brand Inspiration

VCU Brandcenter, February 2008

MICHAEL SCHMIDTBrand + Communications Strategy Call Schmidty 804.836.5475 | HeySchmidty@gmail.com | MeetSchmidty.tumblr.com

The Outcome: What might have been

How to give new purpose to a brand without losing sight of the

business model

•Move Circuit City away from unsustainable price point differentation•Provide a rallying cry to inspire the brand, and tactical ideas to bring it to life

We turned one of Circuit City’s biggest weaknesses - its older, less tech-savvy average consumer - into an opportunity and tied it to innovative tactics based on tried-and-true retail tricks

By building both brand and business, our strategy was a sign of hope for a company that seemed to have little

But before we could share our idea with the client, an executive regime change and economic recession marked the beginning of the end