Michele at Wonder Branding point's us to Home Depotâ€™s latest attempt to convince us they care. Their â€œTrue Storiesâ€ ad campaign is part of new CEO Frank Blakeâ€™s attempt to, as he sayâ€™s â€œrestore the image of Home Depot as the friendly local retailer run by happy, helpful employees.â€
I donâ€™t remember the Home Depot that Frank remembers. â€œFriendly local retailer run by happy, helpful employeesâ€? This is the same Home Depot that over the last 15 years has been called a â€œcategory killerâ€? The only thing that Home Depot has done is work on running most of the local friendly retailers out of business. Iâ€™ll admit that some of those retailers needed to go out of business, but to say that Home Depot was ever looked upon as a â€œlocal retailerâ€ seems to be stretching it a bit.
We are being inundated by advertising that attempts to paint a picture that is something beyond reality. When Scottâ€™s/ Miracle-Gro President Jim Hagedorn runâ€™s an ad campaign in nursery trade publications saying he â€œcares about independent garden centersâ€ yet his two biggest customers are Home Depot and Wal-Mart it just doesnâ€™t ring true.
These attempts by large corporations to paint themselves as something they are not is the small and medium size businesses ticket to attracting more consumers. More and more consumers will want to know if the companies they do business with share their values. If their values include trust and the truth then these attempts by Home Depot and Scottâ€™s will fall on deaf ears. When Frank Blake sayâ€™s he wants to return to an image of â€œHome Depot as the friendly local retailerâ€ we friendly local retailers that are still standing know we have been on the right track all along.