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Repainting a Brand 2013 The Brand

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Glidden paint is a brand rooted with a deep heritage in the American home goods market. Its recognizable logo can still be visible in small towns across the nation painted on buildings that at one time served as the local hardware store, many years ago. Today, Glidden has moved on, as the market has, with a position of greatness other paint companies have not been able to enjoy. Unfortunately, this positioning has not presented the success parent company Akzo Nobel has expected. With sales declining steadily for 10 years, Glidden’s past attempts at maintaining customer loyalty have been unsuccessful, as consumers have looked to other designer focused brands for inspiration on theirhome remodeling projects. To regain its competitive advantage, Glidden will review what their competition is doing and innovatively create a new focused campaign.

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Interactive

The Target

1991

The first to introduce no-Volatile Ogranic Compounds (VOC) paints in the market

The Competition Ties with Glidden in US Market

Female College Educated DYIer

25-55 Year Olds

Exclusively available at Benjamin Moore stores Ranks #1 in customer satisfaction #1 Paint in US Market

Homeowner Middle Class

Exclusively available at Sherwin Williams stores

Strengths

Weaknesses

SWOT

Innovation Affordability Name Brand Recognition

Quality Saturated Market Customer Loyalty

Opportunities

“Green” Trend Professional Market Increased Design Awareness

Threats

Oil Prices Economic Recovery Increased Design Awareness

1948

Ranks #2 in customer satisfaction

Revolutionized the industry by introducing the first water borne latex paint.

Ties with Glidden in US Market Competes at Home Depot stores Nationwide

Logo

Font

C75 M0 Y100 K0 R57 G181 B74

C85 M50 Y22 K3 R43 G113 B155

Color

Mood

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Avenir

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

Font

Original

ABCDEFGHIJKLM NOP QRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

C0 M80 Y95 K0 R241 G90 B41

Times New Roman

Creative

Jenna Sue

C35 M100 Y35 K0 R174 G37 B108

Contemporary

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

C15 M100 Y90 K0 R210 G35 B51

Colorful

Gil Sans Bold Italic

Innovative

Evolved

Versatile

The Campaign

Tag Line

1892

Incorporated as the Glidden Varnish Company

1875

42-year-old Francis Harrington Glidden began a varnish-making business in Cleveland, OH.


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