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Custom Building Products

Maintaining a history of industry dominance.

Background / Challenge
For almost 50 years Custom Building Products has been a leading manufacturer of tile and stone installation materials. A leader in innovation, Custom offers professional-grade products for every phase of a tile or stone installation including surface preparation, setting materials, grouts, care products and tools. Custom and BrandingBusiness have been working together for more than 12 years, and recently the company approached us with a new challenge, “How can we position our brand to be the thought leader in grout—one of our core product lines?

Strategic Insights
Custom introduced its first dry tile grout in 1966. Over the years, the company had secured dominant market share with Polyblend, America’s #1 selling grout, and other advanced performance products like Prism SureColor Grout and CEG-Lite Epoxy Grout. Recently, however, the competition introduced new grout products that challenged Custom’s position as the leader. In response, Custom sought ways to leverage the benefits of their grouts and present the entire family of products as the ultimate grout solution.

Results
BrandingBusiness developed product positioning and a campaign theme to support Custom’s new grout initiative and the company’s desire to be viewed as “The Grout Expert” within the industry. Based on Custom’s history and vast experience, we developed messaging that presented Custom as the sage of the industry—a provider of expertise, knowledge and product performance that the competition cannot match. Custom’s various grout brands were re-positioned as a unified, comprehesive offering and introduced through a series of print ads, videos and a microsite. The new positioning was successfully launched at the industry’s largest trade show and Custom continues to gain market share in the grout products category.

 

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