Best Buy Revamps Brand, Complete With a ‘Spokeshologram’

Electronics retailer Best Buy announced Tuesday that it is revamping its branding with a new tagline, changes to its look, and an advertising “spokeshologram.” 

The company said in a statement that the changes are part of a larger corporate initiative to create “personalized experiences” for its customers, who are more familiar with technology and do lots of research before making purchases. 

As part of those efforts, Best Buy has introduced the new tagline “imagine that.” The company said it is based on asking customers “What if?” As in, for example, what if your fridge could tell you what’s missing from your grocery list?

Best Buy’s brand is also getting an update, which will be “phased in over time,” and the company will introduce a refreshed color palette, adding hints of magenta, teal, and red. There will also be a modernized version of the company tag. 

Bringing this together for the public is Gram, a new holographic advertising character, or “spokeshologram,” as a company video put it. 

An ad campaign starring Gram will launch with five new 25- to 30-second spots, according to Adweek.

Customers will also be able to have a more personalized shopping experience through Best Buy’s app, with a new personalized home page, Discover tab, a Shop with Videos experience with personalized video content, personalized push notifications, as well as new Digital Wallet payment and rewards experiences. 

And as customers increasingly prefer video content to help them find products, Best Buy said it is creating a lineup of more than 500 YouTube videos by the end of the year focused on innovators, new products, discovery, tech tips, and buying guides. Per the retailer, that is three times more than in 2023.

“We’re embracing this change, and we’re excited about it, because we know it’s where our customers want us to go,” Jennie Weber, Best Buy’s chief marketing officer, said. “This new world of discovery is personal to every customer, their passions and the moments in life that matter most. They want technology to level up their lives — to help them do more of what they love — and there’s no one more passionate and better positioned to do that than Best Buy.”