Take our advice

South Florida CEO, Dec, 2004 by Barbara Perkins

After 30 years in business, the name Sound Advice is going away. The South Florida staple, which for years was famous for its "scratch and dent" sales and later for being purveyors of high-end consumer electronics, will now operate under the name Tweeter. Not familiar with Tweeter? You might be if you lived in the Boston area, where Tweeter Home Entertainment Group is based. That company acquired Sound Advice in 2001, and is consolidating its 177 stores under the Tweeter brand. "I think it's a mistake," says retail guru Herbert Leeds, president of Miami-based Leeds Business Counseling. "In this market, where Sound Advice has so many stores, it will disorient customers." Tweeter spokeswoman Kate MacKinnon says the name change should bring more national recognition. "We did a lot of research and found our customers are loyal to their sales person but not the name on the outside of the store," she says. And it saves the company marketing dollars. Tweeter will shift from regional print ads to national television and radio campaigns. "It's cheaper to advertise under one logo and use the same catalogue nationally," consultant Leeds says. "I saw their catalogue though and it does not compare."--BP

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