Perhaps the quintessential example of top-to-bottom Brand Transformation, Northern Tool + Equipment represents the ideal balance between the emotional and rational benefits required for a successful retail brand, or any brand for that matter.

Hunt Adkins began work on Northern Tool in 2005 when their annual sales were $450 million.

Transform the brand to grow the business. Although already a successful power tool and equipment retailer, Northern Tool wanted to take their business to the next level—a level dominated by giants like Home Depot and Lowe’s. But how do you become relevant to consumers who are perfectly content with their current brands?