We have done some lovely work for Harris Brushes, who make quality products and have done for many years. But, even the most sacred of established brands, with Royal Warrants proudly emblazoned, that have great quality products are not immune from progress and aggressive competition from home and abroad.
CROWDS AND THE STAND OUT
As the market space becomes increasingly more crowded and products commoditised, once unique feature differentiations get copied, and even strong brand positions get thumped into the shade.
Harris has a huge range of products, choice and brush and accessory for every application and type of paint.
RIGHT TOOL FOR THE JOB
Over the years, new products were introduced, and over time it became more confusing and challenging for the consumer to navigate and choose the right product quickly.
Some rationalisation was needed.
So, we have been working disassembling and then reassembling, making it easier for the consumer to differentiative the value and quality of Harris products.
What do I need to paint this wall using this type of water-based paint medium?
IT’S ABOUT FUNDAMENTAL QUESTIONS
It was also important to ask fundamental questions about painting and decorating.
Is the consumer likely to reuse the painting equipment or are consumers now more likely to go down the cheap route, negating a messy brush clean?
INTUITIVE DIGITAL EXPERIENCES ARE NOW CRITICAL
Online consumer experiences are now critical components, consumer research extensively online and look at micro influencer reviews as are in-store digital experiences.
The whole ecosystem needed to be seamlessly connected.
We like reinvigorating great brands, for relevance and future success – it’s fun.