Atlantic Canada Branding, Advertising and Marketing
Peter Kohler Windows
From Commodity to Outstanding Peter Kohler introduced vinyl windows over 30 years ago to a market dominated by wood, transforming the industry by setting new quality and innovation standards. Over the years as vinyl windows became the standard, consumers began to view them as a commodity with little perceived difference between brands. Recognizing that commodities compete on price alone, Peter Kohler Windows sought help from Revolve to develop a new platform to elevate the brand from commodity status to one of high esteem. Discovery Through one-on-one interviews, surveys with employees, dealers and vendors, competitive analysis and consumer research we defined what sets Peter Kohler Windows apart and what matters most to dealers, contractors and homeowners. Direction Consumers see value in quality, innovation and craftsmanship. Peter Kohler founded the company on these values, and since the very beginning had continued to innovate and set the benchmark that many other companies were trying to keep up with. The alignment between the consumers' desire for outstanding quality, craftsmanship and performance and the values that Peter Kohler founded the company on presented a natural brand-building opportunity. Ideas Peter Kohler is still actively involved in the company, and his values are shared by every employee. The resulting culture of quality and innovation produces windows that are outstanding. Leveraging the values of founder Peter Kohler, a campaign to launch the brand was combined with the introduction of a number of product innovations including new window styles, colours and options. The new brand positioning is just one word, but sums up the true essence of every window and door - Outstanding. Actions As part of the brand launch, the company name changed to Peter Kohler Windows & Entrance Systems. The new name and positioning blends Peter Kohler's values of heritage and craftsmanship with innovation and engineering. Numerous tactics were employed to communicate the new brand including new in-store displays, television ads, an outstanding website, magazine print campaign and new product brochures. Results Since the launch the new brand has been embraced by employees, contractors, dealers and consumers. Peter Kohler Windows & Entrance Systems products are widely recognized as Atlantic Canada's finest windows and doors. They command a premium price in the market and continue to set the quality, craftsmanship and performance standards that other manufacturers continue to strive for.