This paper demonstrates how communications gave Currys PC World a more distinctive, service-oriented brand idea 'We Start With You' applicable to advertising as well as customer experience which helped the electricals retailer outperform the market in terms of margin and value sales.A series of ads, including the Jeff Goldblum-starring 'Spare the Act', were well recalled and positively received, despite the brand's reduced share of voice. From the launch of the new approach in May 2014 to January 2016, the strategy was attributed with generating 895m of incremental retail sales value, a 205m profit, and an average profit ROI of 1.16 for every 1 invested.