Best Buy's new "True Stories" TV spot seeks to differentiate the company from Wal-Mart by emphasizing its sales staff know the nitty-gritty about electronics and can match the discount giant's prices. "If you can't grow as easily because the markets are not necessarily going up, you've got to play for share, and when people are playing for share, they're getting more aggressive in their messaging," Barry Judge, Best Buy chief marketing officer, said of the philosophy behind the ad.

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