Headlines

We're No Place Like 'Home'

Lowe's wants to set its brand apart with a 'cleaner' image

Published

23 years ago

January 9, 2001

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Lowe's is embarking on a national advertising campaign to sharpen its brand identity in the shadow of its very popular competitor, Home Depot.

The new campaign kicks off next month and will likely continue the theme of local spots, which convey messages about an uncluttered, well-lit in-store experience.

While Home Depot balks at being described as messy and confusing, it has never deviated from its signature warehouse store decor (some would say anti-decor). In fact, Home Depot founder Bernie Marcus was reportedly angered by pristine scrubbed floors at a store opening in 1979 and raced about the premises in a forklift to scuff them up more appropriately.

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