Building the Brand of a Market Challenger
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.
THE EXPERIENCE
RELATED
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.
How Dollar Shave Club Changed Shaving
Dollar Shave Club started selling disposable razor subscriptions in 2012. In a few years’ time, it had catapulted into the realm of the unicorns.