Skil-Bosch - Skil Brand
Problem:
How to grow a business through new product innovation and a complete brand repositioning.
Solution:
Identified a universal, emotional, high-end benefit among all power tool users, regardless of skill level (the feeling of pride and accomplishment upon completing a task).
CenterBrain Positioning Breakthrough:
Done with Skil. Done with pride.
Results:
· Innovative new product introduced in 1999 under new Skil positioning.
· National television campaign is produced, using the "Done with Skil, Done with pride" positioning.