What: In a price driven economy, Best Buy needed to differentiate itself as the tech curator whose expertise guides the customer journey of discovery and learning.

Why: Price comparison is purely an exercise without humanity. When it comes to tech, customers want help from someone they trust who can simplify the process. They want to know what's good, what's better and what's best.

How: An inspirational four-note melody celebrating possibility, discovery, trust, fun and the syllable count of Good, Better, Best Buy. This sonic identity mnemonic is designed for use at multiple points of customer contact reassuring them that they are dealing with 'the best'.

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