Updating a Brand While Maintaining its Strong Heritage

Updating a Brand While Maintaining its Strong Heritage

Maintaining the essence of a historically rich brand can be tricky if it's not done right.

Challenge

Pratt & Lambert is one of the most respected household paint brands in the United States. The brand is also 160 years old. When the brand wanted a "re-fresh", the challenge became modernizing the look without losing the heritage and essence it earned over the years.


Ideation

The initial phase of this re-fresh began with the most visible part of the brand... the most important touchpoint for the consumer - the product label. The hierarchical sub-brands were each given an identity and, most importantly, a personality to appeal to their respective target personas.


Execution

Through our in-house CG studio, we brought new label designs to life and tested them through the various identified personas. Once a design series was chosen, we developed a new collateral package for the sales team to reintroduce the family of products to their customers. The new product labeling has been at the forefront of the brand's marketing efforts through their website and commercials.

OUR APPROACH

While our methods have changed over time, our approach has always been consistent - we deliver targeted and measurable integrated marketing programs that drive outpacing revenue growth. Now more than ever, the ability to drive measurable results is mission-critical for today’s marketing organizations. It not only facilitates post-program ROI analysis, but it also drives resource allocation (and re-allocation) decisions during programs to get the most from your marketing spend.

ATA will help you drive these measurable results. Our structured Accelerated Growth Process will help transform your marketing organization from a cost center to a revenue center by clearly demonstrating the revenue impact of your efforts. Our strategies and tactics are shaped by our staff experience which include a Fortune 100 Marketing Executive and experienced product management leaders who understand the challenges of today's marketing organizations and the strategies that can lead to outpacing growth. And our turnkey, full service creative and production capabilities provide the speed, agility and expertise to bring your marketing programs to life quickly and effectively.

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