According to TBWA, a brand is more than just its aesthetic appeal. Culture, defined by its essence and what it stands for, plays a significant role in the overall brand experience.
According to the duo, 'Yes We Can!' captures Build it's flexible and passionate nature and the heart of its culture. It offers customers a positive direction towards Build it. It's about always making a plan and making things possible.
The agency is the long-term strategic and creative partner of the leading building materials retail group in Southern Africa. The foundation of this partnership, now forged in solidarity, was laid at Build it's inception.
"We've been a part of this brand since its birth, evolving with it every step of the way and walking this journey with its people for almost 36 years now," says Praveen Inderpersadh, deputy managing director of TBWA Durban and brand custodian of Build it.
"It's been a great pleasure refreshing the brand in new ways and watching it grow over the years. It's equally thrilling being able to lead Build it, strategically, down this new path," adds Inderpersadh.
Build it was born as a department at the back of a SPAR store and now has over 390 stores nationwide. It became the largest building materials distributor in Southern Africa and has registered a 20% growth in retail last year amid the pandemic.
The brand says that it has set out to win the hearts of one community at a time and improve the lives of people. It concludes that it has been successful due to a passion for people, dedicated service, steadfast direction from their passionate leadership and their partner, advertising agency TBWA.
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