idea studies
Simplifying the way to your customer's heart
Stanley Furniture looked for a way to differentiate and communicate its brand’s value. Not to consumers, but to its retail distribution.
Situation
With a change at the top of the Stanley organization, the new leadership wanted the brand to stand for something and needed a way to get the word out consistently and powerfully.
1
The market for furniture has become a race to China and the Far East among manufacturing companies and large retailers. Increasingly, the largest retail chains (think Rooms To Go) are buying direct from offshore manufacturers, and top independent, one- to two-store dealers are wondering if they should too.
2
“It’s chaos out there,” said company CEO Jeff Scheffer. Retailers are confused by all that's happening, and business is unpredictable day-to-day.
3
Stanley’s key deliverables had remained the same for years:
- A broad selection of products that are proven sellers
- Dependable quality “out of the box”
- Quick delivery, within 14 days on average from a retailer's order
Our task was to package these values in a fresh, easy to comprehend position for the company's flagship brand.