Best Buy was introducing a Musical Instruments department in their stores and wanted something "edgy".
This was part of the Black Friday ad, the most important ad of the year for Best Buy.
Best Buy bought Napster and wanted to revitalize the brand. To compete with ITunes, I needed to find something substantially better about Napster. I discovered that ITunes only allowed a partial song preview while Napster allowed you to listen to the whole song before you bought it.
I needed to write to the three key audiences and quickly convey the fun and practicality of an electric bike.
When BBY customers asked "Who makes Insignia?" to the 180,000 Blue Shirt experts in BBY stores, they were getting about as many answers. Senior management wanted a single definition that was simple, consise and one page.
