Foot traffic was down. Recall of their TV spots was poor.
People don’t buy furniture. They buy moments.
We gave the brand emotional appeal by defining its identity in a way people could relate to and believe in. In a world where consumers aren’t loyal to specific furniture brands because most of it is similar to each other, we stand for moments that occur in one’s home. But not rose-colored Hallmark moments—those are expected and chest and not realistic. We wanted to elevate the inane. Those are the moments we all have. Those are real. And those are lovable.