Dixons.co.uk: Strength out of Weakness

Dixons, the UK-headquartered electrical goods retailer, had been struggling for many years with increased competition from supermarket chains and e-commerce sites.

Dixons.co.uk: Strength out of Weakness

Neil GodberM&C Saatchi

"A MAN'S GOT TO KNOW HIS LIMITATIONS.” Harry Callahan, Magnum Force

This is a story about humbly recognising the place brands occupy in the lives of real people as they go about their lives in the real world.

It's a story about relaunching a brand without insisting it commands some noble purpose or heroic role, but rather adopts a useful walk-on part.

It's a story that identifies a precise role for communications, away from the all too common grand and bland statement of objectives.

It's a story about questioning agencies’...

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