INTA Daily News

Strong brands are all about promises – according to John Ross of The Home Depot, the Annual Meeting's keynote speaker, on May 4, 2004. In a talk full of illustrations, examples and commercials, Ross explained his vision of branding and revealed how The Home Depot has built up one of America’s most successful retail chains. 

“It’s a simple idea,” said Ross. “The brand is a promise, and you have to work less hard and less hard and less hard as the promise is fulfilled.” The Home Depot’s promise is, he said: “We can help consumers to win.”

Ross cited brands such as Harley-Davidson, Apple Computer and Intel as examples of products where the brand promises a value such as empowerment or freedom. He added: “We are custodians of a brand portfolio as well as retailers … You’ve got to own an idea and make sure it’s unique to you – or you’ll wake up and be undifferentiated.”

Ross added that controlling the brand experience means not just tackling copiers or competitors but also ensuring that the products fulfill the promise and controlling the customer experience in local stores. “As long as the promise is consistent, the brand can evolve,” he said.



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