Masters’ branding expert says connection is key

The branding expert behind Woolworths’ new hardware chain Masters Home Improvement says companies are increasingly using symbolism to connect with their customers when developing their brand. Woolworths and US partner Lowe’s recently unveiled their new $3 billion venture, aimed at securing a slice of Australia’s home improvement market, worth more than $40 billion. […]

Michelle Hammond May 2, 2011

The branding expert behind Woolworths’ new hardware chain Masters Home Improvement says companies are increasingly using symbolism to connect with their customers when developing their brand.

Woolworths and US partner Lowe’s recently unveiled their new $3 billion venture, aimed at securing a slice of Australia’s home improvement market, worth more than $40 billion.

Consisting of 150 stores, the chain will trade under the name Masters, accompanied by a blue “drill-bit” logo, with the company confident it can carve a slice in the sector.