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.
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.
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.
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.
A Forward-Looking Identity
To help PennAir prepare for a highly-anticipated move into a new, customized space, Merit developed a brand that re-energized PennAir’s business and is representative of its contemporary range of capabilities.
Enhancing User Experience
Merit designed and developed a website that provides users an intuitive experience, clearly communicating PennAir’s approach and capabilities. The site was designed with continued growth in mind, allowing new content to easily be added and enhanced.
Experience Starts with Employees
An undeniable part of a brand exploration and revision is the employee factor. Merit engaged PennAir’s employees throughout the process to ensure they were provided with the tools and expressions needed to support them.
Capturing the Spirit of a Brand
Merit produced a brand video and photography that captures the spirit of family, innovation, and service that are all at the heart of the company.
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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.
COGNITIVELY COVID: The CEO Guide to Fear
Invention can save us all, but fear is invention’s nemesis. Fear hits you in the survival gut when you’re white-knuckling through rapidly changing, uncontrollable circumstances (like now) and you’re paralyzed by the next minute.
COGNITIVELY COVID: The CEO Guide to Denial
Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.
COGNITIVELY COVID: The CEO Guide to Acting Fast
You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself.
The 10 Truths of the COVID-19 CEO
At this point, many of us have been on lockdown for at least eight weeks—and during that time, COVID-19 has left its mark on nearly every sector. In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.