Bob’s Asks Consumers To Rethink Its Brand In New Campaign

Bob’s Discount Furniture is embarking on an ambitious new brand campaign, designed to shed light on how it creates and offers accessible value for its customers.

With 119 furniture stores from coast to coast, the Connecticut-based retailer continues to expand but faces the misperception that the word “discount” in its brand name indicates cheap alternatives to better made furniture, Bob’s maintained. The new campaign addresses the misperception while doubling down on the true nature of the discount Bob’s offers, the company noted.

With TV, radio, digital and in-store components, the campaign design invites reappraisal of the Bob’s Discount Furniture brand.

“We recognize that we have been emphasizing the wrong two words in our name for all these years: discount furniture,” said Steve Nesle, Bob’s chief marketing officer. “We don’t sell discount furniture. We offer Bob’s discount on furniture. ‘Bob’s discount’ is an elegant articulation of all the work that goes on behind the scenes to engineer our values.”

In addition to updating how it delivers the brand message, the campaign spotlights the company’s buyers, supply chain and relationships with suppliers. In that way, the campaign highlights how the company delivers value and service to customers.

“We buy from incredible sources. The difference is we leverage our expertise and buying clout to drive down costs. That’s the source of our discount,” added Carol Glaser, Bob’s evp/merchandising.