Repainting a Brand 2013 The Brand
ct Sele
aC
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.
C olor your world.
olor
Take a Photo Import Imag
e
Select a Color Create
C o l or your
wor ld
Link to
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.
