Dixons.co.uk: Strength out of Weakness

Neil Godber
M&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’ dogmatic assumption that, on interrogation, brands will ultimately confess their strengths.

It's a story demonstrating how a weaknesses can be turned into a strength.

This is the story of how we firmly established Dixons in last place.

A BRAND OUT OF TIME