Chain Store Age
Fast-growing Bob’s Discount Furniture wants to change the way folks interpret the word “discount” in its name.
The nation’s 12th-largest furniture chain has launched a campaign designed to challenge a misperception that the word “discount” in its brand name indicates “cheap” alternatives to better-made furniture. The campaign, now running across TV, radio, outdoor, digital and in-store, is meant to clarify this inaccuracy while doubling down on the true nature of the Bob’s “discount,” the company said.. . . more