Harvey Norman discovers branding

I couldn’t believe my eyes – in fact, I nearly fell off the couch.

Watching the footy on the weekend, there it was: A Harvey Norman “brand” commercial.

Big deal?  Well, actually yes.  It signifies a HUGE change in the national retailer’s marketing approach, which in the past has been grounded in graphic-heavy ads flogging TVs and fridges at unbelievably low prices!

Oh yes, and 500 year interest free terms.  Okay, not quite that long – but what started out as a 12 month deal has spun out so quickly that Mum and Dad will buy the TV and the kids won’t start paying interest until they reach middle age.

Wow, and it took the internet to do all this?  Yep, up until now Harvey Norman has relied on attracting buyers purely on price.  The rise of internet retail sites means that ain’t so special any more.

And guess what, now we have to find another reason to visit Harvey Norman.  The answer? Service.  So the brand ads show sales folk talking about their passion for selling TVs and computers any just about anything else that plugs into a power outlet.  Sooner or later everyone in a crowded market has to think about their brand difference. Even if you’re Harvey Norman, price only gets you so far.  But don’t wait – offer ends soon!