How Sherwin-Williams paints a vivid, active brand picture

Stephen Whiteside

Ellen Moreau believes many marketers would benefit from viewing their brands less as products, and more like tools of empowerment that can enable consumers to fulfil specific tasks.

Such a focus, according to Moreau – the SVP of Marketing Communications/Americas Group at Sherwin-Williams – both provides a distinct window into how consumers utilize a particular offering and naturally feeds into a far wider range of activations than looking at product attributes alone.

"So, it's not just a car; it's driving. It's not just soap you're selling; it's cleaning. And, in our case, it's not just paint we're selling; it's painting," she told delegates at the Association of National Advertisers' (ANA) 2016 Masters of Marketing Conference in Orlando, Florida.