Challenge:
How do you elevate and create differentiation for something referred to as a concrete masonry unit (CMU)—a paver? To complicate matters, the leading paver brand—and the one with the most pervasive distribution at big-box stores like Home Depot and Lowes—carried the name: Oldcastle®.
In an effort to curry favor with the behemoth big-box buyers, the company extended them the rights to market price-value pavers under the Oldcastle® name. Inadvertently, the name became synonymous with a low-cost paver.
In an effort to curry favor with the behemoth big-box buyers, the company extended them the rights to market price-value pavers under the Oldcastle® name. Inadvertently, the name became synonymous with a low-cost paver.
360º Services:
- Audience Research
- Strategic Communication Plan
- Brand Development
- Advertising
- Media Strategy and Planning
- Web Development
- Messaging, Content + Sales Tools
- Internal PR Program
Results:
#1
Hardscapes Brand
Bold Approach
Ganton conducted a series of site visits, focus groups, in-person and phone interviews to better understand the sales process, customer segments, customer needs, and preferences and routes to market.
Creating a “luxury” line of pavers under a name associated with low cost and low aesthetics (Oldcastle®) would simply not work. Belgard luxury hardscapes was born. An aspirational campaign was launched that included everything from advertising and virtual design tools to luxury packaging and field sales tools, retail merchandising, signage, even the uniforms installers wore.
Results
Today Belgard® is the unquestioned brand leader in its space.
I appointed Ganton Agency of Record and worked closely with them—
they wrote the DNA for the Belgard® brand.