Leveraging strategy to own the luxury category.
Background / Challenge
ROHL is a marketer of high-end kitchen and bath products sold exclusively through showrooms. After 20 years of growth, ROHL was poised to stake a larger claim within their industry, which was split between large well-known brands and smaller niche players. However the ROHL brand, along with its supporting product brands, were not yet well defined.
We presented ROHL with an opportunity to define and own the luxury category. For ROHL to claim their place, we first needed to clarify their brand position and determine how to leverage ROHL’s exclusive relationships with their many designers and manufacturers. Developing the proper brand architecture was crucial to minimizing confusion and generating awareness and preference.
BrandingBusiness redefined ROHL’s brand architecture, updated its brand identity and developed a comprehensive marketing plan addressing primary brand touchpoints. A brand training program was implemented internally and with industry channel partners to ensure thorough brand adoption. The impact has been dramatic, with ROHL significantly outpacing the competition and consistently gaining market share, becoming the clear leader in the luxury category.