Just because you build robots doesn’t mean you have to talk like one.
PennAir’s service-based approach has always been its differentiator, but PennAir needed a brand presence that communicated the company’s essence. PennAir’s history is rich, but its brand felt fragmented due to ongoing growth. Merit used competitive research and employee experience to truly understand what differentiated PennAir in its market. This provided PennAir with a brand that accurately represents it as a market challenger.
Market Reality
PennAir’s customers have complex needs that require more than an off-the-shelf solution. They require a partner that can act as a part of their team and provide an unmatched level of service.
Market Opportunity
Talking with anyone from PennAir, it’s easy to see why customers choose to work with the company. Merit helped PennAir hone in on the traits that define its customer experience and communicate this experience through a unified identity and powerful brand expressions.
Invention Strategy
Merit recognized that PennAir’s ability to think ahead, ask meaningful questions, and consistently exceed what is expected truly separates the company from the “me too” brands that crowd its market. By creating a brand story founded in these attributes and an identity that speaks to the innovation and purpose behind its business, PennAir has carved out a clear space for itself that the competition can’t touch.
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INSIGHTS
What is Market Invention?
It's the new era of marketing.
Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.
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Back when COVID-19 was in its diabolical toddlerhood, circa May 2020, Merit asked CEOs from a diverse pool of sectors about their perceptions of COVID-19, and how they were tangibly handling its impact. These were not P&G, Google, General Motors CEOs, but CEOs of arguably the most important strata in the U.S. economy: small to medium-sized.
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Thanks to COVID-19, we're all relearning how to do the things we were once experts at. We’re relearning our relationships and how we interact. We’re relearning how to be a customer, teacher, CEO, marketer, sales executive, investor, ect. And with everything happening so fast, the relearning curve is extra steep.
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