Redefining a Category
through Brand Creation
Elecore™ Architectural Accents was born from the merger of two existing companies with longstanding reputations for accent creation. While the foundation for the company was substantial, the new management saw the potential to redefine the accents category by developing a brand that emphasized the emotional in addition to the business benefits of using their superior designed products.
Elecore™ management saw the possibilities for Elecore™ in an industry dominated by fragmentation. In working with Ricochet, they were able to solidify their brand as well as enable it to evolve with market trends.
“The company was born, like everyone else, without a name,” says Jeanne McKirchy-Spencer, Chief Strategy Officer for Ricochet, “Our first focus was working with senior management to develop the brand personality so we could begin the naming development process.”
Through a series of formal and informal sessions with the Elecore™ team, we created a brand personality profile that captured our client’s concepts. That brand personality profile led directly to the marketing strategy for the company and the tactical plan that would carry that strategy to target audiences. It was the basis for all messaging and visual development ensuring any expression of the company was consistent in intent, context, content and presentation.
What resulted was a fresh name and logo — but that was just the beginning. Positioning the company correctly in the marketplace was a key component to achieving the desired differentiation. Designing the product to be architecturally relevant, we worked with the Elecore™ team to create architectural categories with matching interior and exterior design elements — a first of its kind approach in the segment. With this positioning, the powerfully simple company tagline “Let Your Vision Live” was created, encouraging customers that by using Elecore™ they wouldn’t have to compromise their architectural vision.
Elecore™ is a classic example of marrying the creative and strategic processes with business objectives to achieve differentiation. “From the onset, we ensured alignment and improved the opportunities for return-on-investment. From the progressive logo to the comprehensive web site, the brand was elevated and differentiated within the category,” says McKirchy-Spencer.
To learn more about Elecore™ visit www.elecoreaccents.com
