B&Q - 'You can do it'

Frank Bethel

B&Q has been an incredible retailing success over the last decade, coming to dominate the UK DIY market.
Agency: J Walter ThompsonAuthor: Frank Bethel

B&Q – ‘You can do it‘

1. INTRODUCTION

Writing a paper that demonstrates the effect of advertising on a brand the scale of B&Q is both exciting and daunting. Isolating the effect of advertising is rarely easy, but you stand a better chance if your story is of a product brand achieving a demonstrable change in fortune over a discrete period.

The B&Q story is altogether bigger. The sheer breadth of B&Q's product offering and longevity of advertising presence makes things far less clear cut. Nevertheless, any retailer who invests in...

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