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Branding Q&A

Q:Why does White Cap Construction say they are the Most Knowledgeable?

A: White Cap coined the phrase by directly copying 1990 advertising by The Home Depot. At the time, White Cap only had six locations. In addition to “Most Knowledgeable Sales Staff” they also pirated “Best Selection and Lowest Prices.” In the 1990’s The Home Depot began causing trouble in the Southern California market for Industrial distributors due to their lost leader pricing. While reviewing an advertisement of the home center giant, White Cap’s advertising manager and VP of sales/marketing decided that “if they can say that, so can we.” Using consistent messaging and consistency in advertising was the strategy for the small Southern California construction supply house. You will notice that today, 23 years later, they still use those statements.


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