Merillat, a leading brand of cabinetry, was losing market share. But more than that, it had lost its purpose and its connection to its core audience.
To turn things around, we began with the end in mind.
We engaged with internal and external stakeholders. We held town hall events. We uncovered the brand’s history. And its potential.
We discovered their consumer-first mentality was misdirected in what is a 100% dealer/designer-directed purchase.
We embodied history. And we looked forward.
Taking an international brand, and making it smaller and more personal.
Launching it on every venue. In every way.
Engaging directly with their audience at live events.
Adjusting their marketing budget. Down.
And propelling their bottom line. Up.