BEHR paints emotional pictures to build its brand
Stephen WhitesideWarc
BEHR's paints and stains let homeowners rejuvenate anything from their outdated living-room décor to flaking window panes, or bring new utility to a weather-beaten backyard deck.
But if the company's products – which are sold exclusively through Home Depot stores – effectively cover every angle, the same description has not always applied to its marketing, which, until recently, primarily focused on functional concerns.
"We were very good on product. And we were talking about the conscious mind, and making decisions on features and benefits," Scott Richards, BEHR Paints' General...