Home & Garden

BONA

Psychological Insight Our audience values being well-informed. Understanding how to do things “the right way” enables this tribe to maintain their happiness about their home environment. We leverage the “authority principle” to establish Bona’s efficacy for superior floor cleaning. Brand…

Fiora

Psychological Insight Unlike big brands, value brands can’t afford to build complex emotional appeals overtime. Beyond “value”, these brands need a singular cognitive focus benefit messaging to help people rationalize their decision. Brand Strategy Fiora is a high-quality value brand…

Mohawk Flooring

Psychological Insight Moms know that the mess kids make can rival that of any zoo animal and are extremely skeptical of the promises of stain-resistant carpeting. RESHAPING THE PRODUCT DEMO INTO A “CAN YOU BELIEVE IT?” EVENT Mohawk created a revolutionary…

Bonnie Plants

Psychological Insight Most of us do not have the patience or knowledge to truly care for plants, and that turns us into unwitting killers of various flowers, plants and vegetable gardens. PLANT CARE IS REFRAMED WITH HONESTY ABOUT HUMAN FAILURE…

Furniture USA

Psychological Insight People give very little thought to office furniture. To most, it’s merely functional, and definitely lacking in pizzazz. RESHAPING A STAPLE INTO AN UPSTART Does anyone really think much about office furniture? A desk, a couple of chairs…