Challenge:
Take market share, brand awareness and specifications from market leading brands in the commercial washroom category. Create a durable competitive advantage and a reason for architects to specify a brand other than the category leader.
360º Services:
- Brand Development
- Strategic Communication Plan
- Experiential Design
- Advertising
- Digital Platform/Web Development
- Selling Tools
- Online Tools
- Digital Marketing
Bold Approach
Completely disrupt the Commercial Washroom category and become the new Basis of Design. Change the perception that the Washroom is and always will be just a Washroom.
Position ASI as the aspirational innovator in the category. SHOW, don’t just SAY, that ASI is the new Basis of Design.
Ganton conducted a proprietary competitive research model that yielded valuable findings about the category. In working closely with ASI’s Marketing and R&D teams, Ganton created a completely new visual and verbal lexicon different from anything previously seen in the category.
Results
Award-winning advertising, significant increases in sales, specifications, brand awareness and preference in a five-year span.
