Newell-Rubbermaid - Vise-Grip Brand
Problem:
How to establish a unique brand position in order to stem share erosion from generic competition.
Solution:
Leveraged the brand's tradition and tied this to an emotional benefit."The Toolbox Tradition."
Supported the positioning with heritage and the reliability of the product's performance.
CenterBrain Positioning Breakthrough:
The American Toolbox Tradition - Grips Right, locks tight.
Results:
· Positioning is integrated to packaging and advertising 2nd quarter 2002.