Play like B2C. Leverage truths.
Forget what you think you know or what others in your category are touting. You must wrestle your brand to the ground and find truth through the eyes of your target. What you stand for. What you mean to people. Who you are. Who they are. Then leverage those truths and infuse them into every aspect of your business.
We worked with Hayward Industries to revisit its brand position. The goal was to evolve from a provider of reliable, after-market products to a recognized global leader in the most innovative and intelligent backyard solutions. The problem Hayward faced was believability. They couldn’t just tell people that they had changed. They needed to prove it.
Enter OmniLogic™. We leveraged this new product launch to catapult Hayward’s new brand position and substantiate it with a taste of things to come. We tapped into the pool professional truth—they want a partner that helps them sell more pools, features and enhancements over everything—and connected that truth to Hayward innovation.
Up to this point, pool controllers came with limited features and were difficult, confusing and complex to use for both the pool professional and consumers alike. OmniLogic offered a sophisticated automation and user interface that was first of its kind for the market. It blew away the competitors in terms of simplicity.
Accordingly, we created a campaign that championed the power of simple. Messaging and imagery captivated, stirred emotion and exuded sophistication mirroring that of the product itself. Our promise to users was a new product so elegant and intuitive that not only does it put you in control of your backyard—it gives you control over larger aspects of your life, whether you’re a builder, renovator or consumer.
Creative was executed across collateral, POP, direct mail, print, microsite, email, banner ads and trade show environments.
Since the launch of OmniLogic, we continue to partner with Hayward. Project work includes: Brand Design, Packaging, Advertising, Trade Materials, Web/Digital, Content Marketing, Media Planning/Buying and more both domestically and internationally. For a selection of work visit the Hayward gallery.
Put the consumer needs first.
Customer Experience is key to creating genuine differentiation and sustained competitive advantage in the “age of the customer.” Leader and underdog organizations alike recognize that winning requires a truly, user-first approach. User-experience (UX), brand experience (BX) and employee experience (EX) are all part of the equation. UX, BX and EX are ultimately what bring your brand purpose to life. Winning brands continue to consider experience in every facet of their business, adopting a holistic view.
Hiawatha Rubber was pigeonholed as being solely a parts producer in a highly technical, widget-driven industry. When consumers thought of Hiawatha Rubber—usually when a malfunctioning piece of machinery was acting up and hurting their bottom line—they thought of a transactional parts producer.
Since 1955, Hiawatha Rubber has been operating in an industry that has all but left the United States in pursuit of lower labor costs. Paired with a brand that has collected more than a few years worth of dust, Hiawatha Rubber was forced to revaluate their in-market position.
Effective marketing will stand out if it elicits the right emotions for your target market. Entertainment, emotion and engagement all go hand in hand.