Lowe's announces new brand positioning, says Never Stop Improving tagline reflects customers' mindset about their homes and lives

Wendy Lisney

MOORESVILLE, North Carolina , September 19, 2011 (press release) – Lowe’s, the world’s second largest home improvement retailer, announces its new brand positioning: Never Stop Improving™.

“‘Never Stop Improving’ is not just a tagline – it reflects our customer’s mindset about their homes and their lives,” said Tom Lamb, senior vice president of marketing and advertising for Lowe’s. “Never Stop Improving is our promise to them that we will constantly be innovating and improving at Lowe’s so we can satisfy their ever changing needs. Our new campaign is our brand promise and our rallying cry for employees as we bring a continual stream of innovations to market over the next several years, like MyLowes.”

As part of the new brand strategy, Lowe’s is launching a new advertising campaign today, Sept. 19, 2011. In addition, Lowe’s will soon be launching MyLowes, a revolutionary online tool to help customers manage their homes and home improvement projects through every stage.

“The research shows that the new brand position and advertising campaign make Lowe’s customers feel motivated, inspired, confident, and energized,” Lamb added. “Lowe’s will provide solutions for everyday home improvement challenges, and we will lead them through the journey of home improvement – from inspiration and planning to execution and enjoyment. Our commitment with the Never Stop Improving campaign and innovations like MyLowes is to become their trusted partner over the course of their lifetime.”

The new advertising spot features up-and-coming new artist, Gin Wigmore. Wigmore’s song “Don’t Stop” shares the energy and uniqueness of the new, refocused Lowe’s.

“Never Stop Improving” will be replacing “Let’s Build Something Together.”

About Lowe’s

With fiscal year 2010 sales of $48.8 billion, Lowe’s Companies, Inc. is a FORTUNE® 50 company that serves approximately 15 million customers a week at more than 1,725 home improvement stores in the United States, Canada and Mexico. Founded in 1946 and based in Mooresville, N.C., Lowe’s is the second-largest home improvement retailer in the world. For more information, visit Lowes.com.

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