American Standard to ANA: Purpose must drive purchase

This event report demonstrates how American Standard, a company best known for its bathroom fixtures, successfully put a clear, consistent purpose at the heart of efforts to revive its brand.

American Standard to ANA: Purpose must drive purchase

Geoffrey PrecourtWarc

Jay Gould had been recruited to rescue American Standard, a venerable 140-year-old brand that was "on the verge of bankruptcy" if a private-equity firm could not breathe life back into it.

The company was largely renowned for its bathroom fixtures – as well as for a pledge that "The Plumber Protects the Health of the Nation".

Whatever Gould – as American Standard's president/ceo – did to jumpstart the brand had to align with a set of five values that he articulated to the Association of National Advertisers' (ANA) 2014...

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