A Clear Promise for a Premium Brand
Situation
NanaWall pioneered the category of operable glass wall systems, enabling architects to design dramatic indoor/outdoor experiences for their clients. The brand has historically commanded the respect and trust of design professionals, builders and homeowners with high quality, innovative and beautiful products. NanaWall’s leadership resulted in its brand name being used as a generic term for the product category, however. In the face of this challenge and increased competition from inferior product providers, NanaWall needed a way to tell its unique story and maintain its brand premium. After several failed attempts at getting it right, the team approached Marshall Strategy to develop a clear positioning that would differentiate NanaWall and appeal to the needs of multiple audiences including architects, contractors and homeowners.
Strategy
NanaWall’s marketing and communications materials were filled with fact-based and technical information, sometimes more than was easy to digest. There was no big idea, beyond the category definition, to elevate the NanaWall brand from that of substance (facts) to emotion. Our recommendation was to position the NanaWall experience, not just the product itself. We developed a concept that evokes the satisfaction that architects, contractors and commercial and residential owners enjoy as a result of NanaWall’s leadership in engineering, beauty and performance:
NanaWall redefines architectural possibility, forging performance, aesthetics, flexibility and ingenuity into the most advanced operable glass wall systems.
To express this idea in a short, memorable way, we created the tagline “Engineering the exceptional”. This statement highlights NanaWall’s uncompromising standards for performance and beauty that sets it apart from all others.
Results
Marshall developed a messaging framework to ensure that the big idea translated to highly relevant language for each target audience group. We partnered closely with Tolleson Design, to ensure the positioning platform inspired a unique visual language and web site experience, enabling NanaWall’s complete brand transformation.
