BEHR paints emotional pictures to build its brand

This event report shows how BEHR used qualitative research to gain a deeper insight into the emotions which consumers attach to colour, and thus refine the brand strategy for its paints and stains.

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BEHR's paints and stains let homeowners rejuvenate anything from their outdated living-room décor to flaking window panes, or bring new utility to a weather-beaten backyard deck.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...

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