Homebase: Wonderfulisation

This case details the revival Homebase, a UK DIY and home-improvement retailer that had lost resonance with its audience, fallen far behind its richer, larger competitor, B&Q, and also faced a shrinking market where people had less money to spend.

Homebase: Wonderfulisation

Principal author: Julia Chalfen, Leo BurnettContributing authors: Steve Watkins and Gary Simmons, Leo Burnett

THE TRANSFORMATION OF HOMEBASE: THE TRIUMPH OF IDEAS IN A PRICE-LED MARKET

SUMMARY

This is a tale of transformation. It is the story of how a household name that had fallen from favour reconnected powerfully with its audience.

It is the story of how Homebase stopped fighting a losing battle on the single front of price, and, together with Leo Burnett, set about rebuilding a brand that would capture the imagination of its audience.

This paper proves that we achieved unprecedented...

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