At Lowe's, a message of endless improvement

The world's second largest home improvement retailer has a brand new tagline: "Never Stop Improving."

The three-word phrase replaces the company's long-running "Let's Build Something Together," and it will be featured in a new advertising campaign that launched Sept. 19.

“‘Never Stop Improving’ is not just a tagline -- it reflects our customer’s mind-set about their homes and their lives,” said Tom Lamb, senior VP marketing and advertising for Lowe’s. “Never Stop Improving is our promise to them that we will constantly be innovating and improving at Lowe’s so we can satisfy their ever-changing needs. Our new campaign is our brand promise and our rallying cry for employees as we bring a continual stream of innovations to market over the next several years, like MyLowes.”

In addition, Lowe’s will soon be launching MyLowes, an online tool to help customers manage their homes and home improvement projects through every stage.

Key words to describe the new campaign, according to the company, are motivated, inspired, confident and energized. The new advertising spot features the song “Don’t Stop from Gin Wigmore.