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CertainTeed - Sustainable Insulation
Situation
Products from five major fiberglass insulation companies were very comparable, until one found a way to eliminate formaldehyde from the product. Even though formaldehyde was still present in small quantities, the simple statement “No Formaldehyde” was powerful and appealing to the green audience. This brand’s sales grew, and others were shut out of some markets. A second brand followed suit, and our client was the third to eliminate formaldehyde.
Diagnosis
Our diagnosis found that our client had gone beyond simply eliminating formaldehyde and embraced an all-encompassing and much more sustainable solution. The challenge was how to stand out from all the green claims made by others.
Strategic Recommendation
- Develop a consistent visual identity to reinforce the improved sustainability and leapfrog the competition
- Focus on architects, builders and green organizations
- Take a premium price approach
If you’d like to know more about this case history or the results, we can review them in more detail with you, except for any confidential or proprietary information.
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