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ShareBy By Andre Paine, London
HMV has unveiled a new marketing campaign and revised its branding as part of a major review of the business.The British retail giant has retained its famous "Nipper" icon, featuring the dog and gramophone, but detached the image from the company logo. HMV states that Nipper is to become "more iconic and more valuable than ever."
And there is now a new lowercase HMV logotype, although this will change for some campaigns and promotions. HMV's pink-and-black brand colors will stay.
Furthermore, a new advertising campaign focusing on the "get closer" slogan will be launched through the chain's U.K. store windows from Aug. 23, and via the national media.
Amy Winehouse, Kaiser Chiefs, Elvis Presley and the Simpsons will feature in the new campaign, which will extend to the online realm; the retailer's -- Web sites hmv.co.uk and hmv.com - will be revamped on Aug. 22.
The work has been led by marketing director Graham Sim and head of design and display, Mark Robertson, and developed by brand agency venturethree.
"Our approach is very much one of evolution: refreshing and re-energizing our brand, to build on what we already have," Sim said in a statement.
He added, "At the heart of this, and through the changes we're making within our stores and online, lies a strong desire to engage with our customers in a more relevant way, and to identify with their aspirations and needs."
HMV intends to work with suppliers and partners to secure more live events, exclusives, offers and VIP tickets for its customers. A social networking Web site is also currently in development.
HMV's review of its brand and marketing communication is part of the company's strategic business review, announced by CEO Simon Fox in March. In June, the music-and-DVD specialist retailer revealed that pre-tax profits had slumped 73% to ?21.6 million ($43 million) in the financial year ending April 28. However, sales jumped 3.8% during the period to ?1.89 billion ($3.77 billion).
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