Sunday, October 24, 2010

You're probably aware that Belk unveiled its new logo earlier this month. The Charlotte-based department store chain decided to update its image with a new logo, colors, and tagline as it kicks off a new branding campaign. It's seeking to enhance its image as it embarks on a $500 million investment over the next three years, focusing on improving e-commerce, remodeling stores, expanding shoe departments, and refocusing marketing to customers.


Belk seems to have done a better job with its new brand identity than GAP, which coincidentally was unveiled the same day as Belk's (only to be scrapped a week later). And even though we consumers don't care a whole lot about corporate branding strategies, we know what we like. And I like Belk's new TV commercial that I've seen running the last couple of weeks.

The 30-second TV ad showcases Belk's new tagline: "Modern. Southern. Style." And not only could that slogan be a good fit for Charlotte, the city is the backdrop for the commercial. If I had to describe Charlotte in a few words, modern and Southern would be two of them.

In the two YouTube videos below, the first is the 30-second TV commercial and the second is a behind-the-scenes look at how it was created. The catchy tune you here is "Little Bitty Pretty One" by Thurston Harris, but performed here by Joe Firstman. Firstman is a Charlotte native who rose to prominence as musical director for the house band on Last Call with Carson Daly.



5 comments :

  1. Jarvis,
    Whether or not one likes the new Belk (belk?) logo, the question needs to be asked: How can they justify $70 million on a superficial logo change in this economy? I know that the employees are asking: "What about us?" because I talked to a lot of them about this issue. Just asking.

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  2. I second that notion!

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  3. Love the commercial....REALLY dislike the logo...

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  4. The latest Belk commercial with the soldier returning home is outright inappropriate. The little girl is completely sexualized, dressed in an animal print jacket and sporting beauty-pageant styled hair. The soldier goes for the daughter over the wife. It's just flat out creepy.

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