Product Development Case Study Part 3F April 11, 2013

part 3 F of 7 part Case Study

1 Product development

Luxury brand Case Study

November 2012

Max Ruckman, Black & Decker HHI

Bill O’Connor, Source, Inc.

Bruce Eckman

Luxury Brand

Business

Development

Case Study Part 3 F

www.maxruckman.com

baldwin acquisition during the project, black & decker acquired baldwin hardware. this made it necessary to complete another round of research to determine how the baldwin name would fit into the project, but also how we would position the various product lines

Baldwin acquisition

6 Imark Baldwin research

Baldwin

Research

7 Background & purpose

10 sample

11 sample

initially each interviewee explored relevant brands on an

unaided basis

12 methodology

if the baldwin

brand did not come

up unaided, then an

aided quality

sort of ten brands

was initiated

using brand

names on cards

13 methodology

when, on this aided basis, baldwin was acknowledged as a recognized brand it was explored in depth

14 methodology

15 methodology

16 methodology

17 methodology

18 methodology

19 methodology

Perception

quality

many things influence

the perception of quality

21 Perception of quality

Perception of quality

sense of presence

styles pricing

availability

customer service

delivery

ease of installation

word-of-mouth

uniqueness

arbiters, however, were more knowledgeable

e.r. butler

p.e. guerin

baltica

valli and Valli

dornbrach

ashley norton

period brass

rocky mountain

heritage

brands that stood out

these arbiter-referenced brands

were offered as the ones that

competed with the concept brand

baldwin was at least a step lower

Baldwin

Research

baldwin

viewed

familiar,

quality

Baldwin Name

it has been around a long time

Baldwin Name

it was ‘dependable, durable and ‘known for brass

Baldwin Name

‘wants things to last.‘ (homeowner)

Baldwin Name

you can get parts 5 years from now.‘ - (arbiter)

Baldwin Name

they saw it as more of a contractors‘ brand. arbiters were not seeking it out as a destination brand 46 Imark Baldwin research

Baldwin Name

the brass look stood out and was quite noticeable. This was perceived as a status cue in more conservative social circles Imark Baldwin research

Baldwin Name

‘for someone who likes nice things' - (homeowner)

for historic homes or gated communities‘ - (homeowner)

Imark Baldwin research

Baldwin Name

it’s for historic renovation, 18" or 19" century style‘ - (arbiter)

Baldwin Name

reproductive, not

transformative -

(arbiter)

Baldwin Name

‘it’s historically correct' - (arbiter)

Baldwin Name

it was primarily ‘middle of the road to slightly above' in the homeowners and arbiters

Baldwin Name

‘ordinary, not exceptional.’ (arbiter)

Baldwin Name

the price was perceived as expensive by

homeowners in this sample, although they knew

there were other more expensive brands available

Baldwin Name

the primary strength of the baldwin brand is that it is consistent

Baldwin Name

they liked value and baldwin said to them that they were making a wise decision, 'not‘ a frivolous one

Baldwin Name

market’

(homeowner)

Baldwin Name

Designer

Product

concept

Designer product concept

‘very luxury‚ (homeowner)

‘i don’t trust my judgment any more’ (homeowner)

‘easy to show to client. both visually and emotionally

(arbiter)

in new york city where more of a premium was placed

on originality than in atlanta, there was some concern

that this idea “could be a little too mass produced

Distance

Baldwin name

Distance from Baldwin name

the estate name was shown after the concept had been shown.

consequently, respondents were thinking of the line when

reacting to the estates name and not the current baldwin brand

neither group liked ‘a baldwin hardware brand

arbiters were split equally as to which positioning of the other two names they liked

homeowners clearly

preferred the collection reference

Estate from the Baldwin hardware collection

others felt it was trying to ‘transform a ford into

a mercedes‘ which was ‘too far afield’ for them

more for the masses. it belongs in depot’ (arbiter)

Estates by Baldwin

few homeowners or arbiters linked the concept brand with baldwin

Designer concept and Baldwin

in general, however, the concept ‘didn't look like baldwin

they were more likely to pick schlage, heritage, rocky mountain or omnia because of the breadth of those lines

‘they already have a lot of variety’

‘it's easier to link their historical approach with european styles’

arbiters were less convinced

in atlanta, they were more forgiving, because many of their customers liked baldwin

interestingly, many thought the idea would be good for baldwin’s image

‘they would be outside the mold they created for themselves

they’re better positioned to do this. but I'd like baldwin to branch out

however, the original concept seemed too high-end for baldwin

it makes sense to have a high-end brand that isn’t associated with baldwin at all and to have a series of new product lines coming from baldwin that upgrade and broaden its image

if, however, the brand is associated with baldwin, minimizing the baldwin name will help keep the line more exclusive while maximizing the baldwin name will help the baldwin brand the most

Summary

COnclusions

Summary & conclusions

it was not, however, seen as exciting

it was more ‘middle of the road‘ and ‘common‘ than other brands

it was competing more with schlage than with E.R. Butler

the typical homeowner was perceived to be ‘older,’ ‘conservative,‘ "classy,’ but ‘not into cutting edge’

homeowners liked the baldwin brand more than arbiters did

being carried at home depot contributed to the perception that baldwin was a high-end mass market brand

the concept would be better for the

baldwin name than the baldwin name would be for the

concept

conversely, maximizing the baldwin name as in ‘estates by baldwin‘ helps the baldwin brand meaning more than the new brand meaning

Baldwin

recommendations

further research may be warranted on this apparent movement and its potential impact on both kwikset and the baldwin brands

recommendations

recommendations should be evaluated with

the understanding that the brand target is the

arbiter. without arbiter buy-in it will be difficult

for the brand concept to get lift

recommendations

we recommend that the baldwin association be expressed visually in scale and context

recommendations

elements

131 Story elements

132 Story elements

133 Story elements

134 Story elements

135 Story elements

136 Story elements

architecturally-inspired hardware and fixtures that capture the "spirit of place”

137 Story elements

138 Brandmark exploration

archetypes

Brandmark

exploration

archetypes

visulaization

Essence

155 Archetypes brand identity profile

identity

Extended

Identity

Symbols

Relationship

‚architecture is…the spirit of an age..‛ – Sir Nikolaus Pevsner, slade professor of fine art at cambridge from 1949 to 1955

161 Brand story

162 Brand visualization

Archetypes brand story

‚Architecture is an Art of building having regard to the thing itself, the person for whom it is built and the site.‚ -Michel de Premin, the first great architectural writer of the Enlightenment

visualization

There is an understated, timeless elegance to how we present ourselves, in the way we speak and the way we depict ourselves visually

Brand visualization

Visual language

We captivate our audience with our extensive knowledge of architecture and the quality and rarity of our offerings

Visual language

Each product references the style and spirit of the past, but manifests itself anew

Brand visualization

Visual language

Deep, Red / Brown

Brand visualization

the color brown is used to convey a stable, established impression

Brand visualization

it symbolizes the depth and roots of wood

Brand visualization

gives a feeling that something has existed a long time and will continue to exist in the future

Brand visualization

another related impression of brown is the sense of the passage of time

Brand visualization

brown is considered elegant. source: Master Lin Yun ’s Guide to the Art of Color, et.aI.

Brand visualization

red connotes happiness, warmth, strength and fame

Brand visualization

red is associated, love, passion and desire

Brand visualization

it has represented mars the roman god of war and conflict

Brand visualization

it relates to fire, gathering around hearth and home

Brand visualization

source: master Lin Yun ’s Guide to the Art of Color et.aI.

Brand visualization

gold gives a sense of tolerance, patience & wisdom gained from past experiences

Brand visualization

in the past real gold leaf was reserved for the most prestigious and sacred works of art

duo-tone photo imagery

Brand visualization

Image tone

the use of duo-tone imagery implies a link to history

Brand visualization

Image tone

it represents ideas and aspirations that are timeless

Brand visualization

Image tone

the aged and classic quality is familiar and calming

Image tone

Lighting style and mood

Brand visualization

Lighting & mood

the lighting quality is mostly dark, conveying a sense of mystery and intrigue

Brand visualization

Lighting & mood

there is a heavy and solid sense, one of substance and stability

Brand visualization

Lighting & mood

the focus is sharp, not soft or dreamlike, and details are revealed

Lighting & mood

Historic Architectural Styles

Image content

architectural styles are referenced not with room settings, but with details

Brand visualization

Image content

human interaction

Brand visualization

Image content

the images are embraced with the human touch, people interacting with their surroundings. a hand on a latch, a view from a stair, or a touch to a surface

Brand visualization

Image content

November 2012

Max Ruckman, Black & Decker HHI

Bill O’Connor, Source, Inc.

Bruce Eckman

Luxury Brand

Business

Development

Case Study Part 3 F

www.maxruckman.com

Product Development Case Study Part 3F April 11, 2013

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