case studies
adidas | GSW | Benjamin Moore | Advocis | Coretec | Naylor | Oxford Properties
Benjamin Moore
In the face of significant expansion into the paint market by Home Depot and other big box retailers, Benjamin Moore – whose strength historically resided in its distribution network – was forced to reassess its business model.
With direction from Brand Coach, Benjamin Moore made a bold move to capitalize on the company’s existing equity and not to abandon its loyal dealers. Building on research which revealed that people were terrified of selecting paint colours, the company strived to help its customers overcome their fear by leveraging the Benjamin Moore brand, focusing on education by its dealers and their helpful corner store presence in the marketplace.
Benjamin Moore’s A Stroke of Brilliance positioning was moved to the forefront, and leveraged through an intensive campaign which made customers look brilliant, and positioned dealers as the stroke of brilliance behind the customer’s success. The approach was successful in strengthening its relationship throughout its dealer network creating loyalty for the Benjamin Moore offering, enabling them to command a price premium and driving additional business volume and profitability.