Brand Evolution

Coming out of the Great Recession, The Home Depot focused on value messaging. Over time, The Home Depot became interchangeable with competitors. After a thorough research process we concluded that we could differentiate the brand by marketing the things that The Home Depot offers that make doing Home Improvement easier. Capabilities like the mobile app, delivery, product locator and pick up in-store were very motivating to customers but had very low awareness. The 2019 capabilities rebrand resulted in awareness gains and perception change for both pro and consumer audiences. It also was a perfect marketing position as we entered the COVID pandemic.