The USS Quad Damage

Dick Smith rebranding

How would Woolworths deal with pulling Dick Smith's substantial personality from their newly acquired Dick Smith Electronics stores?

When Dick Smith sold Dick Smith Electronics to Woolworths, I was wondering how they’d remove his substantial personality from the store. Soon after the acquisition, they removed his face from the logo, making the main icon a “d” which looks a bit like a speech bubble. The next marketing campaign was “Dick Does”, where they would stick whatever they wanted to say and follow it up with “Dick Does” -- "Who has low prices? Dick Does!"

This seemed like a marketing misstep for me, but today I saw the big reveal: They had, in certain locations, replaced “Dick Does” with “Clever Dick Does”. “Clever Dick” is now no longer associated with a person. With a last name like “Smith”, and this idea of a “John Smith” being “just any old person”, I can finally see that they’re trying to fashion “Dick Smith” into an idea that means “smart everyman” as opposed to Dick Smith himself.

Well played Woolies.