Problem:
How to identify a unique positioning for this $600 million textile company that captures their competitive advantage of low cost producer and commitment to “smart” production.
Solution:
Differentiated the company based on their “design” expertise in products and manufacturing and tied this to better value, defining value as being “smart” not cheap.
Dimensionalized comfort and fit with a reference for the ultimate fit through the term "morning-fit" comfort.
CenterBrain Positioning Breakthrough:
Better Value through Better Design
Results:
· Positioning adopted as the corporate mission statement.
· Used to anchor the rollout of a new line of consumer products, moving the company beyond the business-to-business active wear category.
· New product distribution achieved at K-Mart 4th quarter 2006.