– Jana Braxton, VP Marketing Communications
Amerock Corporation, A Division of Newell Rubbermaid
Following decades of trade channel success, Rubbermaid’s Amerock brand sought to take advantage of the consumer-direct opportunity offered by the so-called “big-box” stores.
Despite a clear mandate to leverage the new revenue opportunities proven by competitor success in stores such as Home Depot and Lowe’s, Amerock had failed to capture consumer attention, even though its products were considered quality trade staples.
A visionary marketing director decided that Amerock needed to be schooled in the principles of brand strategy and supplied with specific recommendations on how to reorient marketing to capture consumer imagination.
Category research, competitive landscape analysis, requirements gathering, and stakeholder interviews supported brand and marketing insights used for a series of detailed strategic recommendations. This work resonated so well within the organization that a full branding engagement followed.
The expanded engagement included comprehensive strategy, branding, and marketing communications work, and included:
Stakeholder interviews and market research.
Brand platform construction and brand architecture.
New identity design and tonality development.
Website visual and user experience design.
Amerock’s Galleria brand is now one of the most visible and successful in the portfolio, enjoying a strong and successful presence in both consumer and trade channels.