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...