JennAir Bound By Nothing

JennAir, the US premium appliance manufacturer raised sales and reversed declining brand health metrics by changing category expectations and embracing the truth that progress demands defiance.

Summary

The challenge: Once regarded as a super-premium appliance pioneer, JennAir had become irrelevant among strong competition peddling the same version of luxury.

Methodology: Qualitative and quantitative research into emerging affluent consumers and the designers/architects who influence their appliance decisions.

The insight: JennAir needed to reject expected definitions of luxury and embrace a truth core to their DNA – progress demands defiance. The Idea: tear down old luxury to end category stagnation and eclipse the importance of status with the pursuit of progress.

The results:JennAir turned heads, reversed declining brand health metrics, and even raised sales by...

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